What Drives Online-to-Offline Commerce: From a Perspective of Consumer.

The online-to-offline (O2O) commerce has been one of the hottest topics nowadays, but which features of the O2O commerce drive the consumers to be involved into are still blur. To figure out the question, two important features of O2O commerce, i.e., offline experience and the integration of online and offline information, were incorporated into an empirical model to examine their influences on the technology and economics attributes of O2O commerce from the perspective of consumers. The two features were confirmed to exert significant impacts on consumer's acceptance of O2O commerce. Finally, the implication and the direction of future study were discussed.