Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models

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.

Omnichannel shopping habit development

“…Research on omnichannel services highlights utilitarian, hedonic, and social values (Chang & Geng, 2022;Song & Jo, 2023;Yao et al, 2023). Utilitarian value focuses on efficiently using time, effort, and money to acquire the right product at a reasonable price and with convenience (Chang & Geng, 2022).…”

An Optimization of Home Delivery Services in a Stochastic Modeling with Self and Compulsory Vacation Interruption

“…Yang Liu and Sen Li [24] presented an economic analysis for home delivery platforms with two types of interdependent markets: (1) the food delivery market and (2) the ride-sourcing market. Pinyi Yao et al [25] attempted to compare the differences between to-shop and to-home consumers for online-to-offline commerce. Vienna Klein and Claudius Steinhardt [26] addressed the substantial operational challenges by combining a demand-management approach with an online tour-planning approach for same-day delivery.…”

M-commerce in emerging markets: the effect of quality on consumer loyalty

“…Condizente com achados prévios da literatura, neste teste, pode-se comprovar que a qualidade (0,796) é um dos fatores determinantes da satisfação do consumidor, cumprindo com o objetivo principal da pesquisa em verificar seu efeito no contexto de serviços online (Al Amin et al, 2023;Brandtner et al, 2021;Hult et al, 2019;Kursan Milaković, 2021;Srinivasan et al, 2016;Yao et al, 2023). H2.…”

“…A literatura tem evidenciado um aumento nas compras pelos canais online (Eger et al, 2021), uma vez que os dispositivos móveis, que já estavam em ascensão de uso na vida dos indivíduos, tiveram seu impulsionamento significativamente aumentado em decorrência da pandemia da COVID-19 (Thangavel & Chandra, 2023). É possível, ainda, ponderar que os pontos eletrônicos de compra e venda tenham sido forçados a melhorarem seus serviços, aprimorando seus sites, modos de operação, atendimento de pré e pós compra e habilitando rapidamente os recursos humanos por trás dessas operações (Gu et al, 2021), fatos estes que estão consolidados no cenário de mercado atual (Thangavel & Chandra, 2023;Yao et al, 2023) Sabendo-se hoje mais do que nunca da relevância de meios e canais online no contexto de compra, contato e divulgação de marca com os quais o mercado lida (i. e., Al Amin et al, 2023;Banik & Gao, 2023;Robertson et al, 2023;Thangavel & Chandra, 2023;Yao et al, 2023), o entendimento acerca das funcionalidades e intenção de uso e compra dos indivíduos por meio das ferramentas digitais se faz imprescindível. Nesse sentido, a forma de mensurar a satisfação e lealdade dos consumidores via canais digitais contribui para a expansão e desenvolvimento de negócios, bem como estratégias de relacionamento com os consumidores finais (Chen et al, 2023;Dannenberg et al, 2020;De Araujo & Morgado, 2023;Ghorbani et al, 2021;Müller-Pérez et al, 2023;Thangavel & Chandra, 2023).…”