Consumer Willingness Research In Short-Term Rent O2O E-Commerce

Today,with the rapid development of information technology,people's living consumption is increasingly developing towards the mobile Internet.As a product of the development of mobile Internet,O2O e-commerce has made great progress in recent years.Since the introduction of the concept of O2O e-commerce into China,it has been continuously developed and covers many fields.At present,it is mainly concentrated in the field of life services,and the short-term O2O e-commerce model is one of them.In foreign literature,it is called online short rent.With the continuous improvement of economic,people are no longer just satisfied with the ordinary old-fashioned hotel ordering mode,but pursue a convenient and unique accommodation experience.The rise of the short-term O2O business model just caters to people's travel accommodation personalized needs.However,due to the late introduction of the short-term O2O e-commerce model into China,the development is still relatively lagging behind.There are few literatures on short-term O2O e-commerce.This paper chooses to study the consumer's willingness to use in short-term O2O e-commerce.Firstly,through the combing of related literatures at home and abroad,the concept,characteristics,research status of O2O e-commerce model and the research status of short-term O2O e-commerce model are expounded,and the technical acceptance model(TAM)with high interpretation degree is selected.The Information Technology Acceptance and Use Model(UTAUT)is the theoretical basis of this research.Combined with the characteristics of short-term O2O e-commerce,it introduces new independent variables and constructs a theoretical model of the factors affecting consumers' willingness to use in short-term O2O e-commerce.Variables are defined and relevant assumptions are made.With reference to the mature scales proposed and verified by many scholars at home and abroad,the design and distribution of the questionnaires were completed in combination with the actual situation.The SPSS20.0 software and AMOS21.0 software were used to perform the "descriptive statistical analysis","reliability,validity test" and "structural equationmodel analysis" on the basic information of the individual.In the analysis of structural equation model,the initial model fit test failed,and then the model was modified by the correction index provided by AMOS software.Finally,the model fit test was passed,and the path coefficient was significant in the path analysis.The final conclusions of this paper are as follows: Performance expectation positively affects consumer trust;efforts expectation positively affects consumer trust;social influence positively affects consumer trust;perceived similarity positively regulates consumer trust;perceived risk negative influence consumer trust;consumer trust It is positively affecting the willingness to use the short-term O2O platform;the short-term O2O platform users' expectation(ie,the ease of use of the platform)has the greatest impact on consumer trust,followed by social impact(ie,the extent to which consumers are influenced by the surrounding people).Finally,relevant suggestions are put forward from the aspects of hard work expectation,social influence,consumer trust and legal supervision,in order to provide a theoretical basis for short-term O2O enterprises to formulate development strategies.