Research on the Influencing Factors of College Students’ Consumer Purchasing Behavior Based on the Model of O2O in the Internet + Background

Abstract

Abstract This paper starts with how college students’ consumers accept the new technology model. Based on the technology acceptance model of e-commerce industry and the unique factors, this paper constructs the influencing factors model of consumers’ acceptance behavior under the mode of O2O, and obtains samples for scientific analysis through data survey for structural equation analysis. Finally, this paper gets the influencing factors of college students’ consumer buying behavior under the mode of O2O.