Business

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

H. Jo and Y. Bang

Explore the compelling factors that drive consumer shopping motives in online for offline commerce. This insightful research, conducted by Hyeon Jo and Youngsok Bang, uncovers critical influences such as performance expectancy, social influence, and the moderating effects of innovativeness on customer engagement and retention.

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Playback language: English

Index

Abstract

This study examines factors influencing consumer shopping motives within online for offline (O4O) commerce. Using PLS-SEM on data from 272 O4O platform users, the study finds that performance expectancy significantly impacts both continuance and shopping intentions, while e-expectancy only affects continuance intention. Social influence strongly relates to continuance intention but not shopping intention. Facilitating conditions primarily influence continuance intention. Innovativeness moderates the relationship between social influence and continuance intention. The study highlights the importance of understanding these factors for effective customer engagement and retention in O4O commerce.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Mar 01, 2024

Authors

Hyeon Jo, Youngsok Bang

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