Consumers' Continuous Use Intention of O2O E-Commerce Platform on Community: A Value Co-Creation Perspective

With the advent of the post-epidemic era, O2O e-commerce on community breaks through the original business model and forms a new online-to-offline integrated business model. This study is based on the value co-creation perspective and the TAM-TPB theory systematically builds a theoretical model of consumers' continuous use intention of O2O e-commerce on the community. A structural equation model (SEM) was used to verify the research hypotheses. The research results were as follows: (1) the subjective norms and structural assurance in social factors have a positive impact on consumers' continuous use intention; (2) the degree of convenience and safety in platform factors not only positively affect customer satisfaction but also positively affect customers' continuous use intension, and customer satisfaction mediates between platform factors and customers' continuous use intension; (3) customer-enterprise co-creation has a positive impact on customer perceived value, and customer perceived value plays a mediating role between customer-enterprise co-creation behavior and consumers' willingness to continue using; (4) customer perceived value and customer satisfaction in the user factor have a significant impact on consumers' continuous use intention.