The Study on the Motivation of T2O E-Commerce Model's Development

T2O is one of the e-commerce business modes which developed from the context of media convergence. The paper explained the essence and motivation of T2O through the research methods of qualitative research, logical inference, case analysis and so on. Firstly, the paper introduced the concept and mechanism of the T2O. Then, it analyzed the differences between the traditional e-commerce modes and T2O, and pointed the uniqueness of T2O. Finally, it launched the motivation of T2O's development from seven perspective, that are the policy-driven, internet thinking, technology-driven, industrial convergence, market demand, business integration and value chain integration.