Factors influencing users’ adoption of online to offline application platforms: evidence from China

Online to offline (O2O) is an emerging e-commerce model which combines online and offline transactions, it promotes the integration of traditional offline physical store business and modern Internet. O2O model has become a new trend in the development of e-commerce in China. At present, most operato...

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Main Author:	Anni, Wei
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	HF1-6182 Commerce
Online Access:	https://etd.uum.edu.my/9594/1/s822876_01.pdf https://etd.uum.edu.my/9594/2/s822876_02.pdf https://etd.uum.edu.my/9594/3/s822876_references.docx
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id	my-uum-etd.9594
record_format	uketd_dc
spelling	my-uum-etd.95942022-07-04T07:38:01Z Factors influencing users’ adoption of online to offline application platforms: evidence from China 2019 Anni, Wei Ku Bahador, Ku Maisurah Tunku Puteri Intan Safinaz School of Accountancy (TISSA) Tunku Puteri Intan Safinaz School of Accountancy (TISSA) HF1-6182 Commerce Online to offline (O2O) is an emerging e-commerce model which combines online and offline transactions, it promotes the integration of traditional offline physical store business and modern Internet. O2O model has become a new trend in the development of e-commerce in China. At present, most operators still only attract users to join the O2O application platform in the form of coupons, but they have not found other long-term sustainable methods to attract users. Therefore, in order to solve these issues and enrich the research results in the field of O2O, this paper aimed to study the influencing factors of users adopting the O2O application platform in the Chinese context. This study referenced the Unified Theory of Acceptance and Use of Technology (UTAUT) model and creates a research framework, and then proposed four research hypotheses for factors influencing users' adoption of the O2O application platform. Moreover, this study used quantitative research methods to investigated and analyzed the adoption of O2O. Then smartPLS 3.0 was used as a data analysis technique to test reliability, validity, research hypothesis and model explanatory power by assessing the measurement and structural models. The results of the study indicated that performance expectancy, effort expectancy, social influence and facilitating conditions are all associated with users' adoption of the O2O application platforms. This result further illustrated performance expectancy, effort expectancy, social influence, and facilitating conditions are factors that influence users' adoption of the O2O application platform. Therefore, these research results provide practical and theoretical guidance for O2O application operators and subsequent related research. 2019 Thesis https://etd.uum.edu.my/9594/ https://etd.uum.edu.my/9594/1/s822876_01.pdf text eng public https://etd.uum.edu.my/9594/2/s822876_02.pdf text eng public https://etd.uum.edu.my/9594/3/s822876_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Ku Bahador, Ku Maisurah
topic	HF1-6182 Commerce
spellingShingle	HF1-6182 Commerce Anni, Wei Factors influencing users’ adoption of online to offline application platforms: evidence from China
description	Online to offline (O2O) is an emerging e-commerce model which combines online and offline transactions, it promotes the integration of traditional offline physical store business and modern Internet. O2O model has become a new trend in the development of e-commerce in China. At present, most operators still only attract users to join the O2O application platform in the form of coupons, but they have not found other long-term sustainable methods to attract users. Therefore, in order to solve these issues and enrich the research results in the field of O2O, this paper aimed to study the influencing factors of users adopting the O2O application platform in the Chinese context. This study referenced the Unified Theory of Acceptance and Use of Technology (UTAUT) model and creates a research framework, and then proposed four research hypotheses for factors influencing users' adoption of the O2O application platform. Moreover, this study used quantitative research methods to investigated and analyzed the adoption of O2O. Then smartPLS 3.0 was used as a data analysis technique to test reliability, validity, research hypothesis and model explanatory power by assessing the measurement and structural models. The results of the study indicated that performance expectancy, effort expectancy, social influence and facilitating conditions are all associated with users' adoption of the O2O application platforms. This result further illustrated performance expectancy, effort expectancy, social influence, and facilitating conditions are factors that influence users' adoption of the O2O application platform. Therefore, these research results provide practical and theoretical guidance for O2O application operators and subsequent related research.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Anni, Wei
author_facet	Anni, Wei
author_sort	Anni, Wei
title	Factors influencing users’ adoption of online to offline application platforms: evidence from China
title_short	Factors influencing users’ adoption of online to offline application platforms: evidence from China
title_full	Factors influencing users’ adoption of online to offline application platforms: evidence from China
title_fullStr	Factors influencing users’ adoption of online to offline application platforms: evidence from China
title_full_unstemmed	Factors influencing users’ adoption of online to offline application platforms: evidence from China
title_sort	factors influencing users’ adoption of online to offline application platforms: evidence from china
granting_institution	Universiti Utara Malaysia
granting_department	Tunku Puteri Intan Safinaz School of Accountancy (TISSA)
publishDate	2019
url	https://etd.uum.edu.my/9594/1/s822876_01.pdf https://etd.uum.edu.my/9594/2/s822876_02.pdf https://etd.uum.edu.my/9594/3/s822876_references.docx
_version_	1747828629702705152

Factors influencing users’ adoption of online to offline application platforms: evidence from China

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