Research on Performance Influence Factors of O2O Website with Interpretative Structure Model

摘要

The O2O business model is booming, but there are still gaps in the field, especially on O2O website design, performance and the influence factors.We identified the top 10 performance influence factors through the qualitative method based on literature research and interviews, and the deep logic of the top 10 influence factors were analyzed with the interpretative structure model.Finally, we built its interpretative structure model, and the model illustrates that the web attraction is the root factor, network infrastructure and consumption habits are the direct factors, and we put forward suggestions for improvement according to O2O definition and digital economy successful factors.