Abstract
With the continuous improvement of mobile network service quality and the continuous popularization of intelligent terminal products, the connection between the Internet world and the real world has become increasingly close. The purpose of this paper is to clarify the influence factors of consumption behavior and the relationship between them under the O2O business model of community group purchase. Influencing factors are extracted through literature review, expert interviews and other methods, and a hierarchical model of influencing factors is constructed by using interpretative structural model method to obtain the hierarchical relationship of influencing factors, and further analyze the consumption behavior of community group purchase O2O. By establishing a scientific evaluation system to evaluate the influencing factors of consumption behavior under the O2O business model of fresh agricultural products, improve consumers' shopping intention. This paper has some enlightenment for enterprises to cultivate core competence and competitive advantage.
Recommended Citation
Wan, Jiangping; Zhang, Jing; and Ou, Jinxu, "Research on Influencing Factors of O2O Consumption Behavior in Community Group Purchase Based on Interpretative Structural Model" (2022). WHICEB 2022 Proceedings. 48.
https://aisel.aisnet.org/whiceb2022/48