The Effectiveness of O2O Strategy on E-Commerce Transactions

Abstract

This research wanted to show the development of e-commerce transaction brought something new to organizations to accelerate their business through online sales. The presence of online marketplace also gave positive impacts for organizations to run online sales. It was undeniable that e-commerce positively contributes to people’s lives, besides the negative side that most people are still reluctant to use it. Online-to-offline (O2O) was a strategy to direct online users to do offline activities in physical stores. With O2O, customers could buy products from the store after researching online, paying online, and picking up product from the store. The research aimed to find out more about factors that influence consumer trust level to do a transaction in online media, as well as to measure the effectiveness of O2O strategy on e-commerce. Furthermore, this research used a quantitative correlation data analysis method on critical factors that influence customer decision in doing ecommerce transaction, with non-experimental research. The research outcome is the overview of the effectiveness feature and O2O strategy that is provided by the online shopping provider in giving a positive influence for consumers to make purchases in e-commerce. This research also reflects how the people respond to the existence of a marketplace that complements its place with O2O service.

Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy

“…This work underscores the critical role of perceived service quality and consumer trust in the efficacy of O2O integrations. Lie's et al 2019 research focuses on the consumer perspective, identifying demographic characteristics, product types, and price levels as critical factors influencing the choice between online and offline purchasing. The study employs a quantitative analysis to explore how O2O features and services can sway consumer preferences, emphasizing the flexibility and accessibility of online media.…”

“…Kao et al (2020) and He et al (2021) both highlight the trend of e-commerce companies opening physical stores, while (Herhausen et al, 2015) emphasize the competitive advantage and channel synergies of O2O integration. Lie et al (2019) and (Sarkar et al, 2021) focus on the effectiveness and sustainability of the O2O strategy, with Lie et al (2019) identifying factors that influence consumer trust and Sarkar et al (2021) proposing a sustainable O2O retailing strategy. Ryu et al (2020) and Abby and Shari (2015) provide practical tools and models for implementing the O2O strategy, with Ryu et al (2020) developing a service blueprint and (Abby and Shari, 2015) categorizing different types of O2O business models.…”

EGUO and Eleme: How Would Time and Other Factors Lead to the Success and Failure

“…Science and technology widely and profoundly affect general public's lifestyles, enterprises' behavior, and consumption of household sector, and have an impact on the corporate marketing environment and the effectiveness of marketing activities. T Benefiting from the development of information technology and Internet technology, especially the development of mobile applications and smart phone industry, people can realize many activities on mobile apps regardless of time and geographical location [7][8][9][10].…”

Pendampingan Kegiatan E-Commerce Pada Petani Aglaonema di Pekalongan Lampung Timur

“…Implementasi teknologi informasi dalam dunia pemasaran, salah satunya melalui penerapan media pemasaran berbasis e-commerce popular (Fithri, Utomo, & Nugraha, 2017). Beberapa penelitian dan pengabdian tentang e-commerce seperti yang dilakukan oleh (Aria, 2020); (Ermayda, Nanda, & Narullia, 2019); (Fahrozi, Samsir, & Gunawan HTS, 2020); (Fithri, Utomo, & Nugraha, 2017); (Lie, Atmojo, & Muljo, 2019); (Masykur & Setyawan, 2019); (Monica & Tama, 2017); (Mukuan, Lambey, & Rumokoy, 2019); (Munawarah, Hayati, & Pulungan, 2020); (Pardede, Lapian, & Pandowo, 2018); (Sapitri & Fatimah, 2020); (Supriyono, Arifin, & Nugraha, 2020); (Wijaya & Saparso, 2019), mengatakan bahwa pemasaran melalui e-commerce lebih efektif dan efisien dalam era saat ini serta lebih luas jangkauan pemasarannya. Melalui media tersebut memungkinkan akses informasi untuk promosi serta pemasaran dapat dilakukan seluas-luasnya tanpa terbatas ruang dan waktu.…”