2024
DOI: 10.1108/ijrdm-06-2023-0420
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Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel

Shu-Hsien Liao,
Da-Chian Hu,
Hui-Ling Liu

Abstract: PurposeAn omni-channel is a retailing strategy that the behavior of companies adopts many retail channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking both online and offline. This leads to several research questions of retailing omni-channel in this study. First, do channel brand trust (CBT) and store image (SI) affect re-patronage intentions through customer satisfaction (CS)? Second, regarding online rating (O… Show more

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