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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
Tags
O4O commerce
consumer shopping motives
performance expectancy
social influence
continuance intention
customer engagement
retention strategies

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