مقاله انگلیسی رایگان در مورد استفاده مصرف کننده از تجارت آنلاین به آفلاین – الزویر 2019

Online to Offline (O2O) commerce commands intense attention from both academic and practical fields, but the unique features of O2O commerce and how these features affect consumer use of O2O commerce remain unclear. Based on an analysis of the features of O2O commerce, we build a research model integrating perceived value theory and the technology acceptance model to examine the influence of the features of O2O commerce on consumer use intention. The research model is tested with data collected from a field survey using structural equation modelling. Two crucial features of O2O commerce, namely, “physical experience” and “integration of online and offline information”, are shown to exert significant impacts on consumer use intention via the classic core constructs of perceived benefit, perceived usefulness, and perceived value. The findings validate the two features’ impact on consumer use of O2O commerce via both technological and economic attributes. The implications for merchants’ and platforms’ operation in O2O commerce are discussed.

Introduction

The ubiquity of Internet access and the popularity of smartphones have led to a trend involving the integration of online and offline commerce. Consumers gradually have gotten used to searching and buying goods and services online but then completing their consumption in a physical store, which is known as online to offline (O2O) commerce (Li, Shen, & Bart, 2018; Rampell, 2010). The core challenge of O2O commerce for sellers is to find consumers online and lead them into a real store (He, Cheng, Dong, & Wang, 2016; Rampell, 2010). The concept began on group-buying platforms in service industries such as catering, travel, and entertainment, with companies such as National Express, Restaurant.com, Ctrip, and Dianping.com leading the way. However, the concept has now been extended to the purchase of tangible goods. For example, customers of John Lewis & Partners can place orders in online stores and then pick up their goods in physical stores. In addition, O2O commerce can also function the other way around, that is, “offline to online”. For example, a consumer may access the online page of the product by scanning a quick response (QR) code (which can be posted on the product in a physical store or can be advertised in any public locations), order and pay for it online, and then wait for the product to be delivered. QR codes are very popular, and their creative use in different locations can be a very attractive and innovative marketing strategy.