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Research on Influential Factors of O2O User Information Behavior in the Mobile Commerce Environment
Received date: 2015-02-04
Revised date: 2015-03-09
Online published: 2015-04-05
[Purpose/significance] On the background of continuous development of mobile internet and wide acceptance of O2O mode widely, this paper has a research on user information behavior of O2O mode in Mobile Commerce environment and then builds a conceptual model, based on the theory of planned behavior. This research extends the application of Theory of Planned Behavior in a new field, plays a guiding role for the application of O2O mode in Mobile Commerce environment, and makes information production, dissemination and service more pertinent and effective. [Method/process] The authors collected some basic data by questionnaires, had a statistical analysis on these by using SPSS and finally verified the model. [Result/conclusion] Correlation analysis shows that user information behavior attitude, subjective norm and perceived behavioral control have a positive influence on user information behavior intention; user information behavior attitude is positive affected by subjective norm and perceived behavioral control; subjective norm is positive affected by interpersonal influence and external influence; at the same time perceived behavioral control is also positive affected by self-efficacy and external resources. Four return equations including user information behavior intention, user information behavior attitude, subjective norm and perceived behavioral control can be worked out by means of regression analysis and quantify analyzing.
Key words： mobile commerce; O2O; Theory of Planned; Behavior information behavior
Li Xinying , Xu Kaiying , Cui Wei . Research on Influential Factors of O2O User Information Behavior in the Mobile Commerce Environment[J]. Library and Information Service, 2015 , 59(7) : 23 -30 . DOI: 10.13266/j.issn.0252-3116.2015.07.003
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