摘    要：移动互联网的红利期带动了本地生活服务类行业的发展，O2O（Online To Offline）这种新型电商模式诞生，利用线上信息带动线下消费。自诞生以来，本地生活服务O2O发展经历了单一的信息搬运阶段、粗放的价格竞争阶段、稳定的服务优质阶段三个阶段。在O2O的高度发展之下，O2O模式逐渐被商家成熟应用，消费者也逐渐习惯这种消费方式，那么消费者购买决策行为会受到何种因素影响？消费者正向积极的消费行为将引导商家不断优化服务形成良性闭环，进一步引导整个O2O行业效能提升，因此，研究O2O电子商务模式下的消费者行为具有重大意义。

本文的研究基于技术接受模型，进行改进，构建适合现阶段O2O模式下的消费者行为模型。通过线上及线下传播，收集了两百多份有效问卷，运用spss分析数据，验证并修改模型中所提到的假设，并结合企业相关案例加强假设可信度。

最后，本文根据论证后的结论为O2O企业和商家提出建议：细分消费群体，加强会员营销；升级产品体验，挖掘动态需求；提高业务效率，加深信息合作。

关键词：O2O模式； 消费者行为； 技术接受模型

ABSTRACT：The pidend period of the mobile Internet has led to the development of the local life service industry, O2O was born, it use the information of the O2O platform to influence the consumers’ decision-making, and then the cooperative development under the moving line. Since its birth, the development of local life service O2O has experienced three stages, such as a single stage of information handling, an extensive stage of price competition, and a stable stage of service quality. Under the high development of O2O, the O2O model is gradually used by the merchant, and the consumer is gradually used to this kind of consumption. So what factors will be influenced by the consumers’ purchase decision behavior? The positive consumers’ behavior will lead the O2O enterprises to optimize the service to form a positive closed loop and further guide the efficiency of the whole O2O industry. Therefore, it is important to the research of consumers’ behavior in the O2O e-commerce model.

This research is based on the TAM, to build a consumers’ behavior model suitable for the current O2O mode. Through the online and offline transmission, more than 200 valid questionnaires were collected, and the SPSS analysis data were used to verify the hypothesis mentioned in the model and to strengthen the hypothesis reliability with the enterprise related cases.

Finally, in accordance with the research conclusions, this paper puts forward suggestions for O2O enterprises and businesses：We should segment consumer groups, strengthen member marketing, upgrade product experience, tap dynamic demand, improve business efficiency and deepen information cooperation.

Keyword: O2O e-commerce； consumers’ behavior； TAM

目    录

1、 绪论 1

1.1、研究背景 1

1.2、研究目的和意义 1

1.2.1、研究目的 1

1.2.2、研究意义 2

1.3、研究内容和结构安排 2

1.3.1、研究方法 2

1.3.2、研究内容和技术路线 2

1.4、研究创新点 4

2、理论综述 4

2.1、本地生活O2O 4

2.2、消费者行为相关理论 5

2.3、技术接受模型 6

3、O2O模式下消费者行为研究假设与模型提出 6

4、实证研究与数据分析 8

4.1、问卷设计与调查 8

4.2、数据分析方法 9

4.2.1、描述性统计分析 9

4.2.2、信度与效度分析 10

4.2.3、相关分析 12

4.3、假设检验结果 13

5、研究结论与建议 14

5.1、研究结论 14

5.2、研究建议 15

参考文献 16

致  谢 17

附  录 18

1、 绪论

1.1、 研究背景

移动互联网的红利期带动了本地生活服务行业的发展，O2O（Online To Offline）这种新型电商模式出现，是将线上信息的先进性带动线下的消费。目前O2O电子商务发展经历了3个阶段：