Abstract. With the development of telecommunication technologies, people can access the internet more immediately and easily at anytime and from anywhere. Along with this, e-commerce industry has also seen various innovations and rapid growth. Recently, a new type of e-commerce defined as O2O (Online to Offline), which combines great customer experience and excellent price competitiveness from offline and online commerce, has become the mainstream. Nevertheless, the O2O global industry is still in its preliminary stage. In terms of domestic O2O industry, except mobile application-based food delivery services, only a few performers show corresponding achievements. This study investigates negative consumer perceptions of the O2O commerce and identifies the causal relationship between user resistance and discontinuance intentions. Conclusions were drawn from empirical analysis using structural equation modeling methodology and survey.