基于技术接受模型构建了O2O模式下消费者购买意愿影响因素的理论模型，重点研究在O2O模式下影响消费者购买意愿的关键性因素及其各因素之间的关系。结果表明：用户体验、信任、感知有用性和感知易用性对O2O模式下消费者购买意愿有正向影响关系；感知风险对O2O模式下消费者购买意愿有负向影响关系；感知易用性对感知有用性有正向影响关系；信任和用户体验对感知风险有负向影响关系。%Based on the TAM, the paper constructs an influencing factors model of consumers’ purchase intention in the O2O mode, studying the major influencing factors about purchase intention and the mutual relationship between them. The results show that:user experience, trust, perceived usefulness and perceived ease of use have positive influences on consumers’ intention to purchase; perceived risk has negative influence on consumers’ intention to purchase;perceived ease of use has positive influences on perceived usefulness;trust and user experience have negative influences on perceived risk.
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