Research on Enterprises Online to Offline Business Model

After nearly 30 years of practice, electronic commerce has been considerable development. lt must be pay attention to be the influence in the e-commerce to the entity economy But there are 95 % of the traditional market still linger in the electronic commerce besides. And O2O (Online to Offline) is complied with the electronic commerce development trend and result of a based on local life service mode of electronic business affairs. Through the empirical analysis of 164 valid samples, it can be concluded that online subscribers, the offline teams, technological change, merchant resources and organizational resources have significant positive influence of internal value and customer value. Shops resources, organizational resources, internal value and customer value have significant positive influence of the successful operation of O2O business model. Internal value and customer value have partial intermediary role between merchant resources, organization resoureces and the successful run of O2O business model apart.