Research on Consumer Behavior of Local Life App Under O2O Model

DOI

10.2991/978-94-6463-108-1_37How to use a DOI?

Keywords

O2O model; Technology acceptance theory model; consumer behavior

Abstract

O2O model of local life services app came into being, mainly in the field of food and beverage, travel, etc., which is increasingly popular among consumers. In this paper, we study consumer behavior in the O2O model of local life service apps, and construct a new research model based on the theoretical model of technology acceptance with the addition of three variables: Social impact, usage experience, and perceived risk. The questionnaire research and empirical analysis revealed that consumer behavior is influenced by the social environment and consumer’s own experience, while the social environment factors have less influence on consumer behavior than the consumer’s own factors.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Mimi Shao
AU  - Fangli Chen
AU  - Shihuang Chen
PY  - 2022
DA  - 2022/12/30
TI  - Research on Consumer Behavior of Local Life App Under O2O Model
BT  - Proceedings of the 2022 International Conference on Computer Science, Information Engineering and Digital Economy (CSIEDE 2022)
PB  - Atlantis Press
SP  - 325
EP  - 338
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-108-1_37
DO  - 10.2991/978-94-6463-108-1_37
ID  - Shao2022
ER  -