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This study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.

An online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.

The following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.

This is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.

A new business model online to offline (O2O) has emerged in recent years. Similar to many new models at an early stage, O2O has inconsistent definitions which not only inhibit its adoption but also poorly differentiate O2O from other existing business models. To resolve the two issues, the authors propose an approach of definition development.

To show the usefulness of the approach, the authors demonstrate the differences among O2O and other business models with the use of the distinctive definition and thereby evaluate adoption of O2O from a practical perspective and identify research directions from a theoretical perspective based on the differences.

The authors' proposed approach of definition development integrates the work of Tatarkiewicz (1980) and Nickerson et al. (2013). The approach generates a distinctive definition of O2O with important analytical dimensions which help decision-making of adoption of O2O.

The paper aims to make several contributions. First, on theoretical contribution, the authors confine the scope of O2O studies and facilitate accumulation of more coherent knowledge of O2O. The authors help O2O evolve from a “buzz word” of successful stories in real businesses to a more serious concept from an academic perspective. Second, from a practical perspective, the authors' definition provides business executives with critical evaluative dimensions for gauging the adoption of O2O. Lastly, from a methodological perspective, the proposed approach can be used in future to define an emerging concept in real life businesses.

The online-to-offline (O2O) business is developing rapidly and is highly popular in many countries. Nevertheless, O2O suffers from a large number of customer complaints that result in consumer loss. Focusing on the O2O context, this study integrates expectation disconfirmation theory (EDT) and justice theory to investigate consumers' dissatisfaction toward O2O websites.

A research model was proposed and tested using 329 survey responses.

Results show that the identified website disconfirmation and offline service disconfirmation could lead to consumer dissatisfaction. Importantly, the impacts of disconfirmation factors are contingent upon the justice perception of consumers. When a transaction is perceived as unfair, website disconfirmation arouses a higher level of dissatisfaction, and the negative emotions could transfer from O2O and damage the website's reputation.

This study explores the continuance intentions of customers toward O2O websites from a dissatisfaction perspective, with insights for future service studies and O2O service managers.

The purpose of this study is to investigate multichannel integration of hotels and online travel agencies (OTAs) and to compare consumer behavior between China and Indonesia in the context of online to offline (O2O) commerce. We examine how the services, brand and market share of OTAs influence behavioral intentions in both online and offline channels. SERVQUAL, theory of reasoned action and the halo effect are integrated to develop the research model.

To investigate Chinese and Indonesian customers' experiences and behavioral intention of OTAs and hotels, the customers who booked hotels using OTAs were invited to participate in the questionnaire survey. This study collected 336 and 305 data from China and Indonesia, respectively. A partial least squares structural equation modeling technique was used to test and compare the research hypotheses and model between China and Indonesia.

The results compare the similarities and differences of cross-country customer experiences and behavioral intentions of OTAs and hotels. The effect of website service quality on online satisfaction, the effect of online satisfaction on offline confirmation and the effects of offline confirmation and booking intention on patronage intention are significant and positive in both countries. Website service quality is positively associated with booking intention for Indonesia but not for China. The relationship between perceived size and booking intention is significant for China but not for Indonesia. The findings provide insights into the development of O2O commerce for global markets and multichannel strategies between OTAs and hotels.

With the development of O2O commerce, increasingly more hoteliers are opening up online and offline sales channels by cooperating with OTAs. Although several cross-country studies have investigated consumer behavior or behavioral intentions, behavioral settings are based on online or offline channels rather than the integration of both channels. Although some research has studied the integration or competition of OTAs and hotels, none of these studies have investigated the issues from the perspective of country comparison. This study provides the understanding of how customers in different countries and with different backgrounds react to the same e-commerce development, especially the cooperation of OTA and hotels.

The peer-to-peer (P2P) accommodation-sharing market has developed rapidly on the strength of information technology in recent years. Matching providers and customers in an information technology (IT)-enabled platform is a key determinant of both parties' experiences and the healthy development of the platform. However, previous research has not sufficiently explained the mechanism of provider–customer matching in accommodation sharing, especially at the psychological level. Based on field cognitive style theory, this study examines how the match and mismatch affect customers' online and offline satisfaction and whether a significant difference exists between online and offline satisfaction under different matching patterns.

The authors test the proposed theoretical model using 122 provider–customer dyad data collected through a field study.

The results suggest that customers' online and offline satisfaction under match is significantly higher than that under mismatch. In addition, customers' online satisfaction is significantly higher than their offline satisfaction under mismatch, but there is no significant difference between the two under match. The perceived price fairness also plays a moderating role in the case of mismatch.

In summary, these findings provide a novel understanding about the matching patterns and their outcomes in the accommodation-sharing context and expand the contents and applications of field cognitive style theory and matching theory. This study will help these IT-enabled platforms to provide personalized matching services at the psychological level, thereby enhancing user experience and corporate competitiveness. 10; 10;

Vegetable e-commerce is of great significance for improving the efficiency of vegetable circulation, and for solving the problems of high circulation cost and poor connection between production and marketing. The purpose of this study is to explore the key factors that influence consumers’ vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency.

A total of 427 valid questionnaires were collected from 16 districts of Beijing in 2019 via the internet, yielding a response rate of 94.9%. Bivariate probit and binary logistic regression were used for analysis.

The results show that 62.84% of vegetable e-commerce consumers have the same willingness and behavior, and 37.16% of consumers have a deviation of willingness and behavior; the key factors influencing the willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers are different. The three variables of usefulness perception, logistics service quality perception, and nearest vegetable market distance have significant effects on and are positively correlated with the adoption willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers.

Consumers in Beijing, a first-tier city, were taken as the research object in this study. Second-tier and even third-tier cities can be investigated as comparative studies in a follow-up study. In addition, the key factors that affect the differences in the willingness and behavior of vegetable e-commerce adoption can be studied.

The results obtained in the present study and their implications could aid in vegetable e-commerce optimization, and contribute to the understanding of how to improve consumers’ awareness and participation in vegetable e-commerce. The suggestions of this study could also be used for the improvement of vegetable e-commerce in other cities facing similar issues.

The purpose of this paper is to explore the drivers and barriers to omni-channel retailing in China, and attempts to understand how companies formulate their business strategies during their transformations to omni-channel retailing.

This study adopts an exploratory case study approach to investigate the omni-channel retailing transformations of two well-established Chinese fashion apparel retailers. The study draws on multiple sources of evidence, comprising: interviews with eight business executives from three major operational departments; on-site observations in firm’s retail stores, factories and distribution centres; and secondary data review of firm business reports, news, whitepapers and archival records. The findings are established through a consistent within-case data analysis and cross-case comparison.

The study reveals that the two retailers formulated different strategies in developing their omni-channels, and exhibited different degrees of success. The similarities and differences in the drivers, as well as the barriers, were analyzed and compared in this study. Operational variations (i.e. enablers and inhibitors) due to the unique context of the Chinese market were also explored. The findings reveal that coherent leveraging firm resources and capabilities from the three perspectives – marketing, logistics and supply chain, and organizational management – is critical to the full implementation of omni-channel retailing. They provide relevant managerial insights that can assist firms in formulating appropriate strategic action plans during the transformations.

As a theoretical contribution, this paper identifies a set of drivers and barriers for omni-channel retailing in the developed market, and classifies them into three categories: marketing; logistics and supply chain; and organizational management. The empirical-based qualitative analysis reveals the key factors impacting on omni-channel retailing within the Chinese market, and suggests a series of practical implications for local retailers planning to embark on omni-channel retailing.

The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

This study explores impacts of innovation-adoption characteristics, food choice motives, segmentation and socio-demographics on consumer adoption of online-to-offline food delivery services (O2O-FDS) in a Western developed country – New Zealand – and an Asian developing country – China.

An online survey of 1,185 consumers provides data that the authors analyse using factor analyses, structural equation modelling and cluster analysis.

The following innovation-adoption characteristics and food choice motives have statistically significant effects on consumers' attitudes and/or purchase intentions towards O2O-FDS in the pooled sample and/or the samples of two countries: perceived incentive, perceived complexity, processed convenience, cheapness, taste appeal, safety-assured and purchase convenience. Three consumer segments are recognized: conservatives (26.6%), food-value seekers (40.8%) and pioneers (32.6%). Significant differences are found in marital status, age, household income, education level, household size, occupation, country and residential areas across the three segments.

This is the first study to systematically understand significant influencing factors for the O2O-FDS adoption by using a sample set composed of both Eastern and Western consumers.

The purpose of this paper is to investigate customer loyalty in the online-to-offline (O2O) model by conceptualizing and measuring emotion and cognition.

An online survey was used to collect 514 questionnaire responses. The data were analyzed using structural equation modeling.

Three emotional factors influence two cognitive factors, which in turn affect customer loyalty. The type of message source acts as a moderator. In addition to pleasure and arousal, dominance is a key factor of emotion. The effects of social enhancement and store environment on customer loyalty reflect the O2O model’s integration of online and offline environments.

The moderating role of the type of message source implies that marketers of brick-and-mortar stores can promote positive offline experiences to attract online customers and then encourage these customers to disseminate personal messages in their social circles. By attracting online customers through appealing m-services and retaining these customers through favorable store environments, marketers can maximize the utility of the O2O model.

Three emotional factors and two cognitive factors are conceptualized to predict customer loyalty in the O2O model. This study shows that the relationships between cognitive factors and customer loyalty are moderated by the type of message source. When check-in activity messages are sent by friends, the perception of social enhancement can lead to greater customer loyalty. In contrast, when check-in activity messages are sent by unfamiliar sources, customer loyalty is driven more by cognition of the store environment than by online interaction. The findings enrich existing knowledge of the O2O model and m-services, and have implications for researchers and marketers.