Identification of influential factors for the Campus O2O project from the perspective of disruptive innovation

This study identifies the key factors that affect the market development of university campus O2O projects. This paper studies a Chinese leading campus e-commerce service platform – Anlaiye, by adapting the questionnaire and interview methods. A survey of university students and semi-structured interviews was conducted to obtain insights into the business model and identify the factor influencing campus O2O e-commerce. The results indicate that campus O2O e-commerce is a sustaining innovation without cost and efficiency advantage. Non-professional student staff, ineffective promotional activities, and lack of funds are the most critical factors affecting the campus e-commerce market's development.