关键词: 移动商务,O2O商务,线下商家,技术接受模型

Abstract: Based on the task-technology fit model, the technology acceptance model and the innovation diffusion theory, this paper constructs an offline merchants-accepted mobile O2O (online to offline) commerce model to study the key factors influencing the acceptance of the mobile O2O commerce by the offline merchants. It takes the e-Hail taxi APP as an example to conduct an empirical analysis. The result shows that the task-technology fitness, the perceived usefulness, the trialability, the observability, the compatibility and the perceived risks all have significant impacts on offline merchants’ acceptance of mobile O2O commerce; while the perceived ease of use and the perceived costs have no direct impact on the offline merchants’ intention of adoption, but the perceived ease of use has indirect impact through the perceived usefulness. Finally, combined with the analysis of the empirical results, some suggestions are put forward for the application, development and promotion of mobile O2O.

Key words: mobile commerce; O2O commerce; offline merchants; technology acceptance model