O2O switching determinants and successful drivers in omnichannel retailing services

Pei-Ju Wu ()
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Pei-Ju Wu: Feng Chia University

Service Business, 2023, vol. 17, issue 3, No 6, 788 pages

Abstract: Abstract Online-to-offline (O2O) e-commerce is growing strongly, prompting this research interest in what drives its success and what leads consumers to engage in O2O switching in networked omnichannel businesses. The proposed O2O-specific business analytics, the combination of text mining and decision-tree modeling, indicated that the top five success factors for omnichannel retailing were sound information-technology strategy; the high quality of the omnichannel platform itself; the availability of a ‘click and collect’ service; cooperation or acquisition; and effective loyalty programs. The paramount O2O switch determinants, meanwhile, were identified as lead time and price. A competitive edge in omnichannel retailing can be gained via stakeholder collaboration that generates valuable resources supports the researchers’ view that the resource-based view theory and stakeholder theory are complementary in this field. Moreover, the findings also shed light on how COVID-19 has influenced retailing networked business.

Keywords: O2O; E-commerce; Omnichannel retailing; Success drivers; Switching determinants (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11628-023-00540-0

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