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

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