A Study on the Customer Continuance Intention of O2O E-commerce Mobile Platform

Online and offline channel integration as a newly rapid development business model encourages Chinese enterprises to promote the development of the Inte rnet platform combined with traditional sales mode. This paper analyzed the effects of online and offline channel on platform continuance intention. The 317 questionnaires were delivered to Chin ese respondents through QQ and Wei xin, and we received 309 valid respon ses (97.5%, response rate). The valid responses were analyzed with SPSS23 version for a statistical treatment. The result shows that online and offline ser vice have a positive impact on ,especi ally, task technology fit model (TTF) a nd technology acceptance model (TA M) have a positive influence on platfor m continuance intention with in online channels, and information system (IS) positively impacts on customer satisfa ction. Finally, O2O platform utilization of online channel has much influence on O2O platform continuance utilization through customer satisfaction of offline channel.