Due to the emerging mobile device usage and rigid competition in e-commerce industry in recent years, companies begin to create a new strategy for their e-marketing, that is, online-to-offline (O2O) marketing, to integrate multiple channels more efficiently. However, still very few studies focus on measuring the effects of O2O marketing strategy. The purpose of this study will try to develop an analytic model to explore how customers adopt O2O commerce. This study conducts a web survey operated by Insightxplorer Cyberpanel, to collect 500 valid Taiwan internet users who were involving in O2O commerce. Factor analysis is used to confirm the induced factors from literature review. Logistic regression analysis is also conducted to analyze the relationships among search factors (information availability, search costs, enjoyment, media richness and time pressure) and purchase factors (product/service quality, price/promotion, purchasing cost and risk perception) on multiple channels (offline, online, and mobile) to find out how customers decide to adopt O2O commerce. Furthermore, based on the findings, in-depth discussions and conclusions will be provided to further researches and practices.
I-Ping Chiang, National Taipei University, Taiwan
Chia-Yi Lin, National Taipei University, Taiwan
Stream: Business Administration and Business Economics
This paper is part of the ACBPP2014 Conference Proceedings (View)
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