Research On Users’ Usage Intention Of Mobile Catering O2O

The rapid development of information technology, promotes the integration of the Internet and the offline business of traditional industry, thus creating a new business model O2O. It combines the abundant offline resources and the powerful force of internet interworking, which allows users to contact and purchase almost all of the reality products or services through online platform. With the popularity of mobile intelligent terminals and 3G, 4G networks, mobile phone has become an important and essential tool in people’s daily life, its portable exactly match with people’s real-time service needs. So the mobile O2O commerce which based on mobile terminals becomes the most rapidly developed and widely used applications at present, and gets widely attention. The users’acceptance and use of mobile O2O commerce have a significant impact on its development, so the research of the key factors that affect users’usage intention of mobile O2O commerce and its interactions is very necessary, and has important theoretical and practical significance.This thesis selects mobile catering O2O as the research object and makes a further research of its users’usage intention. First of all, this thesis concludes the concept and classification of O2O, and analyzes and sums up the characteristics and research status of mobile catering O2O. Secondly, on the basis of reviewing relevant theories of users’ behavior, this thesis takes the TAM model as the basic model, and combines the specialty and users’ characteristics of mobile catering O2O, and adds consumer trust, perceived cost, perceived risk, context awareness, social influence of variables into the TAM model, finally proposes a theoretical model of mobile catering O2O users’ usage intention. Thirdly, this thesis collects empirical data through the questionnaire survey, and use SPSS 16.0 and AMOS7.0 software to analyze the reliability, validity and structural equation model of empirical data and examine the research model and the hypotheses. Finally, according to the hypothesis testing results, this thesis puts forward the research conclusions, prospects, and the corresponding suggestions to the development of mobile catering O2O. The main research results of this thesis are as followed:(1) The usage intention is directly influenced by three factors, namely in the size of the effect:usage attitude, social influence, perceived usefulness. Among them, the social influence is the key factor to promote mobile catering O2O, perceived usefulness is the core factor for users to continue to use mobile catering O2O, and other variables are mainly to affect the perceived usefulness and usage attitude, and then indirectly affect users’ usage intention.(2) The usage attitude is directly influenced by six factors, namely in the size of the effect:social influence, perceived usefulness, context awareness, consumer trust, perceived risk, perceived cost. Consumer trust significantly has negative influence on perceived risk, and the effect relationship between perceived ease of use and usage attitude is not obvious.(3) The perceived usefulness is directly influenced by four factors, namely in the size of the effect:social influence, perceived ease of use, perceived cost, context awareness. Each participating entities can be mainly focused on the four aspects to have a targeted improvement and promotion to enhance the users’perception of the usefulness of mobile catering O2O.