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

Pinyi Yao, Syuhaily Osman, Mohamad Fazli Sabri and Norzalina Zainudin
Additional contact information
Pinyi Yao: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia
Syuhaily Osman: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia
Mohamad Fazli Sabri: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia
Norzalina Zainudin: Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia

Sustainability, 2022, vol. 14, issue 13, 1-24

Abstract: 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.

Keywords: O2O commerce; online-to-offline; consumer behavior; thematic review; ATLAS.ti (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/13/7842/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/13/7842/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:13:p:7842-:d:849081

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().