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- W4313503778 endingPage "945" @default.
- W4313503778 startingPage "945" @default.
- W4313503778 abstract "Online-to-offline (O2O) commerce is a specific form of omnichannel retailing, wherein consumers search and purchase online and then consume offline. There are many different O2O models, and new O2O businesses are emerging during the COVID-19 pandemic; they can be categorized into two types of O2O services: to-shop and to-home. However, few studies have focused on consumer behavior in a comprehensive O2O scenario, and no study has attempted to compare the differences between to-shop and to-home consumers. Therefore, this study aimed to propose a universal model to predict consumers’ continued intention to use O2O services and to compare the differences between to-shop and to-home O2O in terms of factors influencing consumer behavior. A cross-sectional survey was conducted, and the PLS-SEM was used for data analysis. The basic SEM results indicated that habit, performance expectancy, confirmation, and offline facilitating conditions are the main predictors. The multigroup analysis showed differences between to-shop and to-home consumers regarding hedonic motivation, price value, and perceived risk. The study suggests that marketers and designers in various O2O scenarios can use the framework to build their business plans and develop different marketing strategies or sub-platforms for to-shop and to-home consumers." @default.
- W4313503778 created "2023-01-06" @default.
- W4313503778 creator A5018124527 @default.
- W4313503778 creator A5028538305 @default.
- W4313503778 creator A5058321346 @default.
- W4313503778 creator A5060246483 @default.
- W4313503778 creator A5085726668 @default.
- W4313503778 date "2023-01-04" @default.
- W4313503778 modified "2023-09-29" @default.
- W4313503778 title "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models" @default.
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