From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing

Within the rapidly changing online sphere, the significance of online for offline (O4O) commerce platforms in directing consumer choices is evident. This study examines factors that influence consumer shopping motives within O4O commerce, enhancing understanding of how O4O factors impact decision-making. Using survey data from 272 consumers familiar with O4O platforms and analyzing via Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS, the study finds effort (e-)expectancy relates to continuance intention but not shopping intention, while performance expectancy influences both continuance and shopping intentions. Social influence strongly relates to continuance intention but not shopping intention. Facilitating conditions primarily drive continuance intention without affecting shopping intention. The study confirms a positive link between continuance intention and shopping intention and identifies innovativeness as a key moderator of the relationship between social influence and continuance intention. These insights inform strategies for customer engagement and retention on O4O platforms.

Hyeon Jo, Youngsok Bang