A Study on the Discontinuance Intention on O2O Commerce: With a Focus on the Mediating Effects of Perceived Risk and User Resistance

Abstract

Abstract

The discontinuance of low carbon digital products and services

“…If attributes are negatively perceived, this can contribute to slower diffusion. In relation to discontinuance, previous research has identified association with either specific attributes such as a lack of usefulness (relative advantage) and compatibility (Parthasarathy and Bhattacherjee, 1998) or broader groups of attributes such as perceived functional attributes not being met after first-hand experience (Chi et al, 2016;Gokhale and Narayanaswamy, 2006;Huang et al, 2020). Such studies focussed on IT systems and online services and are therefore highly applicable to our research.…”

Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy

“…The exploration of omnichannel retailing strategies in the Indian market by Hole et al (2019) offers a glimpse into the integration challenges and opportunities within emerging markets, stressing the importance of innovative marketing, inventory management, and customer experience strategies to achieve seamless omnichannel integration. Lastly, the studies on the discontinuance intention in O2O commerce and the coordination of return policies within the e-tailing context by Chi (2016) and Yan & Pei (2019), respectively, delve into the consumer psychology and supply chain strategies pivotal for sustaining and optimizing O2O commerce operations. Collectively, these studies illustrate the comprehensive and intricate tapestry of O2O commerce, highlighting its transformative potential across industries and pointing to its strategic, operational, and consumer-centric challenges and opportunities.…”