O2O E-commerce Platform's Diffusion And Influence Factors Analysis

As the widely use of smart phone,the mobile electronic commerce grows in high-speed.Most of 020(online to offline)e-commerce platform have achieved a market cover of first and second tier cities.Market expansion in third to fifth tier cities is an unavoidable consequence for 020 platforms to solve the practical issues of obtaining financing or profits.Focal points of past research of 020 platform are study of educational user's regular using behavior,the commerce pattern and the promotion strategies.The research about adoption behavior are not plenty.This paper is based on the Diffusion of Innovation theory and practical operating data of ele.me in city M,tries to figure out the regular expanding pattern of ele.me in newly markets and the relativity between impact factors and innovative adoption in order to predict customers' behavior.The study operates in both the macroscopic and microscopic way.In macro analysis,there are three main works:painting the expanding curve of ele.me in city M with the research of Bass model in systematic and network research method,putting forward a kS curve of ele.me's cumulative adoptive numbers and dates based on Bass model,using Matlab software to fit the data and model of city M and city A.In micro analysis,the main outcome is setting up an impact factors' model of ele.me's expanding adoption behavior which includes eight factors as relative superiority,observability,usability.The study in microscopic way involved a questionnaire analysis for 277 users of ele.me in city M and 200 of which are positive samples.This empirical research based on questionnaire result were analyzed by SPSS software.The outcome of the macro research verified the kS curve fits the ele.me's expanding procedure.The result of micro analysis prove that all those eight factors are relatively impact on the adoption behavior of ele.me.At the last part,this paper gives out several related suggestions like setting up a system to monitor users'comments or putting up forward the serving material level judgement of all staffs to raise the public praise.