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[目的/意义]随着移动设备的广泛应用,O2O模式电子商务的快速发展,将二者结合起来开展研究有利于推进O2O模式移动商务的应用,给群众日常生活带来便利。[方法/过程]首先对计划行为理论和技术接受模型进行理论分析,然后分别利用这两个模型构建O2O模式移动商务消费者采纳行为模型,提出研究假设并开展实证研究,最后根据数据分析的结果得出研究结论。[结果/结论]可以从两个角度分别利用计划行为理论和技术接受模型分析问题。针对O2O模式移动商务,对于采纳态度来说,计划行为理论是更好的解释模型,对于采纳意向来说,技术接受模型是更好的解释模型。
[Purpose / Significance] With the extensive application of mobile devices and the rapid development of O2O-mode e-commerce, the combination of the two will be conducive to promoting the application of mobile commerce in the O2O mode and bringing convenience to the daily life of the masses. [Method / Process] Firstly, the theoretical analysis of planning behavior theory and technology acceptance model is made. Then, we use these two models respectively to construct O2O model of mobile commerce consumer adoption behavior model, put forward research hypotheses and carry out empirical research. Finally, according to the result of data analysis Draw the conclusion. [Results / Conclusions] The problem can be analyzed from two perspectives using the theory of planned behavior and the model of technology acceptance, respectively. For the O2O model of mobile commerce, the theory of planned behavior is a better explanation model for adoption and the technology acceptance model is a better explanation model for adoption.