The Research On The Consumer Behavior In The O2O Electronic Business Mode

O2O(Online to Offline) e-commerce is the new e-commerce mode where merchants advertise online and attracts consumers to shop offline. Dianping,Didi Taxi and “hey ke” of SF Express belong to the category of O2 O e-commerce mode. In recent years, O2 O e-commerce has been developing rapidly and merchants from various industries and sectors have invested heavily on the O20 e-commerce as an important marketing method, which brings grand effects. Compared with the traditional shopping model, have the consumers’ behaviors’ been changed in this brand-new consuming mode? What’re the factors influencing consumers behaviors? Therefore, in the environment of O2 O e-commerce, researches on consumers’ behaviors have drawn attentions of scholars.Based on UTAUT, this paper verifies the applicability of this mode in the environment of O2 O e-commerce. According to the truth, based on original model,two new variations were added and the research model of this paper was developed.Questionnaire was designed taking the examples of O2 O e-commerce enterprise with better popularity. Over 500 effective data were collected both online and offline and analyzed with the help from two software– SPSS and AMOS.Assumptions in the model were verified, thus it’s concluded the crucial factors influencing consumers’ behaviors in the environment of O2 O e-commerce.At last, in accordance with the research conclusions, this paper offers proposals for merchants, consumers and the whole industry. Merchants should tap the demands of consumers, promote the quality of products and services,frequently making new marketing plans as well as provide information safety guarantee. Consumers should consume reasonably, develop consciousness of risk and rights safeguarding. For the whole industry of O2 O, related authoritiesshould establish corresponding regulatory system, introduce relevant rules and regulations to provide guarantee for consumers and merchants.This research offers new ideas for the research on O2 O e-commerce in order to promote the faster and better development of O2 O e-commerce.