| Since 2017,various e-commerce companies have frantically laid out offline business,and the business model of the e-commerce industry has rapidly changed.E-commerce companies no longer rely solely on online platforms or mobile clients for e-commerce business.Especially with the popularization of mobile payment,the application of big data technology and artificial intelligence,e-commerce companies have changed the retail mode,from online business to online and offline combination.Based on this phenomenon,this paper will study the user acceptance model of the offline business of e-commerce enterprises focusing on the UTAUT model.That is to say,based on the UTAUT model(integrated technology accepts the unified model),combined with consumer experience theory and individual innovation theory,the paper analyzes the mechanism of the influencing factors of the offline business of e-commerce enterprises and constructs the model accepted by users.And collect data through questionnaires,and then use SPSS and AMOS to conduct empirical analysis of the data,and explain the influence of the variables in the model on the user's willingness to use the business under the e-commerce line and the use behavior according to the empirical results,including direct Affect the effect and indirectly affect the effect.The final empirical analysis shows that performance expectation,consumption experience,individual innovation,and social influence directly affect the willingness to use,and the degree of influence decreases from large to small,and the conditions of use and willingness to use directly affect the use behavior.In addition,efforts are expected to have little impact on users' willingness to accept e-commerce offline business,and strive to indirectly influence users' willingness to use through performance expectations. |
