An Emprical Study On O2O E-Commerce Consumer Use Intention Bringing In The Virtual Community Trust

O2O E-commerce is a new type of business model that combined online and offline channels organically and gathered the double advantage. In this model, business can expand the scale of users by the advantage of network information transfer, attract a large number of customers with preferential prices and transfer the potential users of online browsing information into actual customers through the way of online payment. Secondly, in the process of providing services, the business can analyze the customer’s spending habits deeply with the complete consumption data and plan their products and services rationally. In a word, O2O push forward the expansion of E-commerce from simple commodity sales to service provided, promote the leapfrog development of E-commerce.In2014, the development report of O2O E-commerce points out its vast socialization development space, the so-called social development trend is to make full use of human’s social attribute and realize the transmission and recommendation of products and services by the form of network, so the integration of virtual community to O2O E-commerce model emerged. How to combine the characters of the virtual community to attract consumers to participate in the O2O E-commerce better is a hot issue for academia and business.This study selects O2O E-commerce which integrated virtual community as the research object. Based on the perceived value, virtual community and trust theory and combined the feature of O2O E-commerce, the article builds the user’s intention research model from the consumer perspective, analysis the main factors that affect the uses’ intention to use O2O E-commerce. Data collection of the research is by questionnaire and then use the SPSS and AMOS to analysis the reliability, the validity and the structural equation of the data. The empirical results indicates that perceived value and the trust of virtual community are significantly influence the user’s intention of020E-commerce. Among them, the perceived usefulness, perceived entertainment, perceived easy-to-use and perceived cost affect the uses’intention by the intermediary role of perceived value, and information quality and interactive take effect via the intermediary role of the trust of virtual community. The virtual community trust factor not only has direct influence on users’intention, but also indirect impact by perceived value.According to the study results, some useful proposal was presented for the business in order to help the development of O2O E-commerce.