Service quality factors affecting customer attitudes in online-to-offline commerce

Moon, Yun Ji; Armstrong, Deborah J.

doi:10.1007/s10257-019-00459-y

Cited by 41 publications

(22 citation statements)

References 77 publications

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“…Tsai et al [2] argued that O2O commerce provides a seamless purchasing experience between online and offline commerce by any connected device, while Xiao et al [19] stated that O2O commerce brings offline business activities to online channels which are used to promote offline businesses. Some researchers have distinguished between online-to-offline and offline-to-online commerce [20][21][22]. Although the specific wordings differ, according to Ryu et al [23], O2O commerce is an integration rather than a competition between online and offline channels, creating new values.…”

Section: What Is O2o Commerce?mentioning

confidence: 99%

“…Additionally, compared with traditional e-commerce, O2O commerce involves more participants and technological innovation, making consumer behavior more complex. For instance, O2O transactions include activities such as online matchmaking, online payment, and offline consumption [29], as well as technologies such as location systems, near-field communication (NFC), and quick response (QR) codes [22].…”

Section: Consumer Behavior In O2o Commercementioning

confidence: 99%

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Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review

et al. 2022

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Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publications focused on this issue, no review paper has discussed the current research trends and factors influencing consumer behavior in O2O commerce. Therefore, this review aimed to synthesize literature on O2O commerce from 2015 to April 2022, focusing on consumer behavior. A set of inclusion and exclusion criteria was developed for searching and screening articles from two dominant databases (i.e., WOS and Scopus), and 53 eligible articles were included in this review. A thematic review approach using ATLAS.ti 9 software was conducted. Quantitative results presented the research trends of O2O commerce. Qualitative analyses generated eight main clusters of factors which influence consumers’ O2O behavior: (1) service and product quality, (2) technical and utilitarian factors, (3) emotional and hedonic factors, (4) trust and risk, (5) price and cost (6), social factors, (7) online content, and (8) habit. This paper also highlighted promising future research directions. The findings are expected to benefit the sustainable management and the future research of O2O commerce.

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Section: What Is O2o Commerce?mentioning

confidence: 99%

Section: Consumer Behavior In O2o Commercementioning

confidence: 99%

Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review

et al. 2022

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“…This means that customer benefit depends on quality as well as value for money. Moon and Armstrong (2019) agree, as they found that various tangible factors such as facility condition and aesthetics, layout, and shop signage have a significant effect on customer perception of O2O. Similarly, various intangible factors such as system availability and security affect customer perception of O2O.…”

Section: Characteristics and Benefits Of O2omentioning

confidence: 77%

O2O Adoption Benefits: A Managerial Perspective of Customer Benefits

Ram

Manoharan²,

Sun

2020

EJISE

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Online‑to‑offline (O2O) is a fast‑growing business innovation, pointing online customers to physical locations where they can more closely inspect – and purchase – their desired products, or can collect them after ordering online. However, the growth of O2O may be limited by the lack of reliable understanding of its benefits to customers. This study aims to remedy this lack of knowledge, by analyzing the transcripts of 24 semi‑structured interviews with managers. The study finds that O2O benefits customers in three main ways: (1) making more informed decisions, (2) receiving timely information on discounts and sales, leading to time and cost savings, and (3) having direct interaction opportunities with the business ‑ something which is not the case in a pure online business. Contrary to general understanding, the results show that offering discounts as a benefit to customers is an approach that is not necessarily applicable across‑the‑board, because in some industries the margins are too low to offer any discounts. Further work may be needed to examine the relevance of discount as a customer benefit proposition for adopting O2O. We also find that the time saving benefit to customers remains a contentious issue, as the availability of too much choice may lead to customers spending too much time investigating the product/service, thereby delaying their decisions and ultimately negating any benefits. The results contribute to e‑commerce literature in building the theoretical understanding of the perceived benefits of O2O for customers from a managerial perspective. The identification of O2O benefits for customers will also help in understanding the behaviors and intentions as well as perceived value of adoption and acceptance of newer forms of technological ‑oriented innovations such as O2O in general. Managers can use the results for business‑case development and strategizing benefits realization of adopting O2O. The results will help managers in creating tailored strategies to integrate features and functionalities in the software products used for O2O to ensure that identified benefits are provided to the customers, thus improving the chances of successful realization.

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“…This also results in a difference in consumers' cognitive ability to verify information such as products and services from friends, loved ones, and other consumers. Different abilities and levels of education will yield different results [37,41,42].…”

Section: Literature Reviewmentioning

confidence: 99%

Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs

Wicaksono

Nugroho

Lakner

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Small and medium enterprises (SMEs) must continue to combine technology and market adaptation or open innovation to sustain their business. One of these ways is to promote their products and services extensively. This study investigated the best media to promote SMEs in the local agricultural markets of Hungary. This study uses an approach of asking consumers where they receive information about SMEs and their determinants. Research questionnaires were distributed to 156 consumers who purchased agricultural products on the Budapest Central Market Hall. The data were analyzed using a binary logistic model. The studies showed that consumers obtain market information through word-of-mouth and digital media. Older consumers tend to receive information through word-of-mouth, while consumers who rarely interact with others or who are educated or foreign choose digital media. Therefore, SMEs in Hungary’s local agricultural markets have yet to focus on developing promotional activities through these two media. For the future, recommendations are given to SMEs in Hungary to maintain the quality of products and services and to develop two-way communication in digital media (e-WOM).

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Service quality factors affecting customer attitudes in online-to-offline commerce

Cited by 41 publications

References 77 publications

Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review

Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review

O2O Adoption Benefits: A Managerial Perspective of Customer Benefits

Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs

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