中文摘要：

为探讨“触网”商家的O2O（Online to Offline）运营模式选择策略,基于两种典型运营模式的特性分析,构建了商家、平台、消费者的三方行为框架。研究发现：商家经营产品类别的差异决定了O2O服务耦合度的大小,进而影响企业O2O运营模式选择。经营“服务型产品”的商家倾向于借助第三方平台网站布局线上,而经营“实物型产品”的商家则趋于通过自建线上平台实现信息与流程的闭合。

英文摘要：

Analysing two typical models to construct a framework about the actions of three parties which including busines- ses, platform and consumers and discusses selection strategy of businesses which need nail the internet. Results show that, the category of the product decides the services＇ coupling degree of O2O, and thus the selection strategy of businesses. The businesses which provide ＂service products＂ choose to join a third-party platform website, while the businesses which pro- vide ＂physical products＂ choose to set up their own platforms.