Online-to-offline (O2O) has become a rapidly growing e-commerce model worldwide, but the factors influencing consumers' purchase decision-making have not been examined well. After exploring the working mechanism of the O2O model, we extract eleven indexes of consumers' overall evaluation in the O2O model with Crawlzilla and R techniques. Social network analysis (SNA) is adopted to build social networks reflecting consumers' overall evaluation in the O2O model. Based on the modified social network and the extracted subgraph, this study (N = 768) reveals consumers' overall evaluation behavior patterns in the O2O model by calculating network density, central potential, edge betweenness. The results show that shoppers overall evaluate the eleven indexes, especially perceived product quality, online product price, promotion intensity, business reputation, and product brand, which reflects the significant associations between the indexes. Among all the eleven evaluation indexes, perceived product quality, online product price, and business reputation dominate consumers’ decision-making behavior. When making purchase decisions, consumers not only overall consider online product price, perceived product quality, and business reputation but also balance perceived product quality, business reputation, and promotion intensity. Finally, we make some suggestions on marketing strategy for e-commerce companies.

在线到离线（O2O）已成为世界范围内一种快速增长的电子商务模型，但是尚未充分研究影响消费者购买决策的因素。在探索了O2O模型的工作机制之后，我们利用Crawlzilla和R技术在O2O模型中提取了11个消费者的总体评价指标。采用社交网络分析（SNA）来构建反映O2O模型中消费者总体评价的社交网络。基于修改后的社交网络和提取的子图，本研究（N = 768）通过计算网络密度，中心潜力，边缘中间度，揭示了O2O模型中消费者的整体评价行为模式。结果表明，购物者总体评估了11个指标，尤其是感知产品质量，在线产品价格，促销强度，商业信誉和产品品牌，这反映了指标之间的显着关联。在这11个评估指标中，感知产品质量，在线产品价格和商业声誉主导着消费者的决策行为。做出购买决定时，消费者不仅要整体考虑在线产品价格，感知的产品质量和商业信誉，还要平衡感知到的产品质量，商业信誉，促销力度。最后，我们对电子商务公司的营销策略提出了一些建议。