Consumer Adoption Study Of Online-To-Offline

With the advent of the Internet, especially the rapid development of mobile Internet, the Internet business is more and more welcomed by the majority of users, more and more people begin to use and accept the In ternet business. In recent years, along with the group purchase business on behalf of the020business, opened a new field of business developmen-t for the internet. Based on020, there is born out of a number of020service providers, for example, Didi Taxi, and so on. At the same tim-e, the capital market has been to the field of investment. All these phenol-mena show that, the Internet will enter a stage of rapid development. Ho-wever, the current development stage, the020industry is still far from the users and merchants’requirement. The most of020service platfor-m attract our users using the lower price, a sustainable development is no t f-ound in the road. Therefore, this study analysis and find out the key f-actors affecting Internet users use the O2O service, and puts forward so-me suggestions for the020platformThis paper adopts the investigation method of the questionnaire on t-he020business users to collect data, a total recovery of data nearly200points, the effective data165. Then the paper use the structural equation-n model to verify the model, using AMOS analysis tool, according to th-e modified model, get the final optimization model.The results show:all service costs, perceived subjective norm and per-ceived trust has significant direct effect on the user chooses020attitude e, but the effect of trust on020service platform and significant indirect effects for users to select O2O attitude.Finally, according to the results of the analysis model, the paper anal-yzed the reason of the model results possible, and puts forward manage-ment suggestions for020platform operators.