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Article
Publication date: 19 July 2022

Philip Tin Yun Lee, Feiyu E and Michael Chau

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Internet Research, vol. 32 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Book part
Publication date: 13 December 2017

Qiongwei Ye and Baojun Ma

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to…

Abstract

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

Details

Internet+ and Electronic Business in China: Innovation and Applications
Type: Book
ISBN: 978-1-78743-115-7

Article
Publication date: 18 May 2020

Hong-Youl Ha and Philip J. Kitchen

This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to…

Abstract

Purpose

This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to research on customer satisfaction theory, which shows that satisfaction directly affects loyalty, the authors show that when shopping between mobile and offline platforms, customers differently evaluate loyalty compared to the traditional satisfaction and loyalty approach. Also, customers differently evaluate three types of service quality from online to offline (O2O) platforms and response dynamically to firm satisfaction and loyalty.

Design/methodology/approach

This study tests temporal, carryover and crossover effects using longitudinal data sets.

Findings

From crossover loyalty shifts, the findings show that the relationship between offline provider satisfaction (OS) and mobile provider loyalty (ML) during consumption periods is consistently significant with similar impact. However, mobile provider satisfaction (MS) during the same periods does not impact offline provider loyalty (OL) in the same manner, but differs considerably in terms of pattern of influence. Specifically, the findings show that this crossover effect increases over time even though statistical impact is insignificant. Thus, the carryover loyalty shift has a positive impact when it originally occurs in the offline platform but differs significantly when it originates via the mobile platform. Practical implications – this study offers valuable guidance to managers on how O2O platform-centric firms try to enhance satisfaction with consumption system that links to three types of service quality and loyalty.

Research limitations/implications

This study offers valuable insights into offline and ML. This is seen, however, as an experimental study and further research using the same method would enable cross-cultural comparators.

Practical implications

Insights can be drawn from the findings, enabling comparisons relative to service quality-satisfaction-loyalty linkage across dual platforms. The idea of evolution and progression over time is particular pertinent to business practice assuming data sets are gathered, maintained and analyzed.

Originality/value

Insights can be used from the research findings, including but not limited to comparing the service quality-satisfaction-loyalty linkage across dual platforms and providing firms with an explanation of temporal evolution.

Details

European Journal of Marketing, vol. 54 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 August 2021

Jennifer JooYeon Lee and Zecong Ma

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O

Abstract

Purpose

The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O) diagnosis-and-cure services platforms and (2) to examine how consumer request-specific factors and service quote-specific factors influence consumer decisions in the interactive marketing context.

Design/methodology/approach

The study analyzes a dataset of 17,878 service requests and 57,867 price quotes obtained from an O2O platform bridging consumers and automotive repair shops. On the platform, consumers request service quotes by uploading the description of automotive damage and multiple service providers suggest price quotes. The authors formulated a logit model to examine consumer decisions of responding service quotes.

Findings

This paper finds that (1) consumers receiving more severe diagnostic results are more likely to respond to the price quotes, and (2) diagnostic severity and inconsistency moderate the impacts of geographic distance, shop size, and quote price on consumers' responses to the service quotes.

Research limitations/implications

This paper fills the gap in the literature by advancing the consumer decision processing model to address the interactive shopping experience on O2O diagnosis-and-cure services platforms. The findings are limited by the data and the research context.

Practical implications

For marketing practitioners, the empirical results imply specific positioning and targeting strategies for markets with informational and geographic barriers to expand the market scope and customer base.

Originality/value

The present work is the first to examine the consumer decision process on O2O diagnosis-and-cure service platforms. It adds value to the literature by investigating how consumers update their problem awareness through the service request-specific factors (i.e. diagnostic severity and diagnostic inconsistency) and how the request-specific factors moderate the impacts of the quote-specific factors (i.e. shop distance, shop size and quote price) on consumers' responses to price quote. The conceptual model and empirical findings provide theoretical and practical values for e-commerce researchers and practitioners.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 16 August 2021

Cheng Pan, Yu Lei, Jiang Wu and Yuee Wang

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

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Systems and Information Technology, vol. 23 no. 2
Type: Research Article
ISSN: 1328-7265

Keywords

Book part
Publication date: 13 December 2017

Qiongwei Ye and Baojun Ma

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to…

Abstract

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

Details

Internet+ and Electronic Business in China: Innovation and Applications
Type: Book
ISBN: 978-1-78743-115-7

Open Access
Article
Publication date: 4 February 2021

Puneet Kaur, Amandeep Dhir, Shalini Talwar and Karminder Ghuman

The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application…

44503

Abstract

Purpose

The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context.

Design/methodology/approach

An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling.

Findings

The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs.

Research limitations/implications

The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions.

Originality/value

It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 14 December 2021

Dong Tian, Shuo Hao, Weisong Mu, Jia Shi and Jianying Feng

The selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers'…

Abstract

Purpose

The selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers' preference on channel selection. The purpose of this study is to investigate the current state of consumer selection for purchasing channel and the corresponding influencing factors.

Design/methodology/approach

A total of 2,976 valid questionnaires were collected by convenience sampling from 34 provinces, municipalities and autonomous regions of China in 2020 via the Internet, yielding a response rate of 82.2%. A categorical statistical approach was used to understand consumer's selection for each channel. Besides, binary logistic regression model was used to analyze the factors affecting consumers' channel selection.

Findings

The results show that Chinese wine consumers' main purchasing channels are as follows: supermarket/mall, wine specialty stores, comprehensive e-business flagship stores, comprehensive e-business individual stores, restaurants and short video and live streaming platforms. Estimation results showed that among the 12 influencing factors in 4 categories, consumers' education and some other factors significantly influenced consumers' decision on wine purchasing channels.

Research limitations/implications

Limited by time and experimental conditions, this study did not analyze the trend of wine consumers' purchasing channel selection. Future work would concentrate on multi-year data and conduct longitudinal comparative analysis.

Originality/value

This study innovatively subdivides the currently popular wine sales channels in Chinese market and conducts research related to consumer channel selection. The results of the study can provide reference for wine producers and distributors to update their strategic layout and also help various channels to understand the characteristics of their customer groups for targeted marketing.

Details

British Food Journal, vol. 124 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Book part
Publication date: 13 December 2017

Qiongwei Ye and Baojun Ma

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to…

Abstract

Internet + and Electronic Business in China is a comprehensive resource that provides insight and analysis into E-commerce in China and how it has revolutionized and continues to revolutionize business and society. Split into four distinct sections, the book first lays out the theoretical foundations and fundamental concepts of E-Business before moving on to look at internet+ innovation models and their applications in different industries such as agriculture, finance and commerce. The book then provides a comprehensive analysis of E-business platforms and their applications in China before finishing with four comprehensive case studies of major E-business projects, providing readers with successful examples of implementing E-Business entrepreneurship projects.

Internet + and Electronic Business in China is a comprehensive resource that provides insights and analysis into how E-commerce has revolutionized and continues to revolutionize business and society in China.

Details

Internet+ and Electronic Business in China: Innovation and Applications
Type: Book
ISBN: 978-1-78743-115-7

Case study
Publication date: 30 January 2024

Zhe Zhang and Chenyan Gu

Suning Group launched Suning.com when its chain stores were developing at the highest speed, realizing the transformation to an Internet retailer. Suning continued to follow the…

Abstract

Suning Group launched Suning.com when its chain stores were developing at the highest speed, realizing the transformation to an Internet retailer. Suning continued to follow the growth strategy of “Technological transformation and Smart Services”, and was renamed Suning Commerce Co. Ltd. It launched a business model of “e-commerce + stores + retail service providers”. Riding on the brand new O2O business model, Suning is thinking and practicing from simple donation to actual implementation, from constructing public welfare network to extending CSR ecosystem in a bid to advance towards deeper and more extensive Internet economy, and to create greater social value.

Details

FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

1 – 10 of 415