What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers?

Abstract

Recently, a number of companies have started to implement commerce platforms that maximize the profits of offline stores by using online information. This kind of commerce is called online for offline (O4O). This research proposes a research framework to clarify the precursors of recommendation and loyalty in the context of O4O-commerce platforms. Data was gathered from consumers who had experienced O4O. This study conducted partial least squares structural equation modeling to test hypothesized paths. The findings revealed the fact that relative advantages are affected by channel accessibility, perceived multichannel quality, and customization. The analysis results validated the fact that relative advantages do not affect recommendation intention and loyalty. Price fairness impacts both recommendation intention and loyalty. Reputation is significantly related to loyalty. This study is of academic significance in that it approaches O4O as distinct from traditional O2O, by introducing contextual variables. In addition, this paper derives managerial implications for omnichannel companies that operate mainly in offline stores.

Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings

“…Jo [22] emphasized that a comprehensive approach that takes into account the nuances of consumer behavior in both digital and physical domains is imperative for the development of sustainable marketing practices. It entails not only promoting sustainable goods and services but also developing an ecosystem that supports and makes making sustainable decisions easier.…”