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

Pinyi Yao, Mohamad Fazli Sabri, Syuhaily Osman, Norzalina Zainudin and Yezheng Li ()
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Pinyi Yao: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Mohamad Fazli Sabri: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Syuhaily Osman: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Norzalina Zainudin: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Yezheng Li: Business School, Guilin University of Technology, Guilin 541004, China

Sustainability, 2023, vol. 15, issue 2, 1-23

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.

Keywords: O2O commerce; online-to-offline; omni-channel retail; consumer behavior; UTAUT2; ECM; multigroup analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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