A Study on the Effect of Characteristics of O2O on Behavioral Intention and Preference

As the development of group-purchasing, Online to Offline (O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. O2O is to allow consumers online to buy goods and services which are not online and then get the goods and services offline. As a new business model, O2O promotes the development of e-business of traditional manufacturing enterprise and service firm; enhances the competitiveness of e-commerce platform and extends the traditional e-commerce platform. 2012 was the first year of O2O, because O2O is an innovative business model, O2O had been explored and used in traditional enterprise, the flourish e-commerce business, and people's livelihood related enterprise such as bank, telecommunications, entertainment industries.