O2O是对传统电子商务的颠覆和创新，近年来发展迅速，但缺乏理论支持。为此，以消费者购买评价为视角，通过对O2O模式下影响消费者购买意愿因素的实证分析，论文提出了影响消费者购买决策的多构面要素体系。然后，采用社会网络分析法，构建了O2O模式下消费者购买决策影响因素社群关系模型。通过对社群关系模型的挖掘与提炼，提取了构面要素社群关系的子图与O2O模式下消费者决策行为模式。研究表明，与其他变量相比，电商知名度、感知商品质量、商品品牌在影响消费者购买决策的构面要素体系中处于支配地位，消费者在购买决策时，既协同考虑电商知名度与感知商品质量、商品品牌与感知商品质量、商品线上价格与感知商品质量，又统筹权衡电商知名度与商品品牌、商品品牌与商品线上价格。最后，依据研究结果，论文为电商O2O模式营销策略提出了建议。
O2O is the subversion and innovation to the traditional electronic commerce, which rapidly develops in the recent years. However, the application of O2O lacks theory support. Therefore, from the perspective of online payment, the influencing factors system of consumer online payment decision-making is put forward. An empirical analysis is adopted of consumer online payment decision-making in O2O mode. Then, the social network analysis is adopted to establish the influencing factors community relationship model of consumer online payment decision-making in O2O mode. The sub-graph of the multi-dimension factors community relationship and the consumer online payment decision-making behavior patterns are extracted by mining and refining of the community relationship model. It is indicated that in comparison with the other variables, e-retailer's popularity, perceived quality of commodity and brand of commodity dominate the other multi-dimension factors. Making online payment decision, consumer synergistically considers both e-retailers' popularity and perceived quality of commodity, both brand of commodity and perceived quality of commodity, both online price of commodity and perceived quality of commodity, as well as overall balances both e-retailers' popularity and brand of commodity, both online price of commodity and brand of commodity. Finally, according to the results, the proposals of marketing strategy for online retailers in O2O mode are presented.
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