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Abstract Based on the analysis of the characteristics of community online to offline (O2O) ecommerce pattern, this study propose two features of ecommerce pattern, i.e., customer offline experience and merchant offline presence. The effects of these two features on consumer acceptance behavior of the commerce pattern were empirically tested. Attentions were paid on the effects upon technological character variables and psychological character variables, including perceived usefulness, perceived ease of use, trust and perceived risk. The results show that customer experience has positive influence on perceived usefulness, perceived ease of use and trust, but has little on perceived risk; offline presence has positive impact on perceived ease of use and trust, and has negative impact on perceived risk; perceived ease of use, perceived usefulness and trust have significant influence on consumers acceptance intention, but perceived risk has no significant influence on behavior intention.
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Received: 15 July 2015
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2015, Vol. 12 
