Research On The Influence Factors Of User Acceptance Behavior In O2O Business Model

That 020 Online to Offline,is a new online and offline mutual integration complete ecological patterns.Users get and pay it online,then experience consumption offline.As a new form of existence,the new business model of 020 is developing rapidly in the mobile Internet era.However,in the current theoretical research,the user acceptance behavior of the field is less,its user acceptance behavior factors is worth studying.By means of the theory of reasoned action(TRA),theory of planned behavior(TPB),technology acceptance model(TAM),unified theory of acceptance and use of technology(UTAUT),as well as diffusion of innovation theory(DIT),perceived risk theory,In order to make the new theoretical framework of performance expectation,effort expectation,social impact,social impact,social influence,perceived risk,perceived risk,perceived risk,consumer innovation,consumer willingness to use,customer behavior,eight variables are added.Then we design scientific and reasonable questionnaire,through the combination of online and offline way to get data sample.Using spss19.0v test data,and through the Amos17.0v to construct the structural equation,using survey data to verify the feasibility of the new model,we conclude that the user's behavior is affected by the use of intention and the contributing factors.The use of the intention is to be expected by effort expectation,perceived risk,consumer innovation,.The main factor of the perceived risk is influenced by social influence and promote factors.This study combines domestic and foreign theoretical results,together.With the new model results,it will promote the rapid and healthy development of it.