Measuring the Effects of Online-To-Offline Marketing

Abstract

Due to the competitiveness of the e-commerce environment and the emerging usage of mobile devices, companies have found a new e-marketing strategy, that is, online-to-offline (O2O) marketing, to integrate both channels more efficiently. The rapid rise of the O2O market in recent years has changed the way people consume and become an important issue. However, there are still very few studies focusing on O2O marketing issues. Hence, the purpose of this study is to develop an analytic model to explore how consumers adopt O2O commerce models. In this study, we collect 1,267 samples of valid Taiwan-based internet users who intended to adopt multi-channel retailing, using a web survey of consumers through InsightXplorer's CyberPanel. We use EFA and CFA to confirm search factors (information availability, search convenience, enjoyment, media richness and tangibility) and purchase factors (service quality, price and promotion, purchase convenience, risk perception, immediacy and product quantity) in keeping with past research. We also conduct a multinomial logit model to analyze the relationships among search factors, purchase factors, and adopting multi-channel purchasing behavior. The results indicate that the main reason consumers choose to purchase through physical channels is that they could provide better sales service quality and have a lower shopping risk, however, if consumers care about prices and promotions, they tend to Contemporary Management Research 168 lean towards the Mobile path. At the close of this paper, in-depth discussions and conclusions are provided to inform further research and future practices.

Exploring the O2O (online to offline) marketing design of electric vehicles based on consumers’ emotions

“…In addition, O2O marketing, which integrates online and offline information, can effectively communicate with EV consumers and has proved an innovative sales mode for traditional companies [17,18]. Furthermore, consumers select online or offline channels based on their reasons for sales service quality, including shopping risk, prices, and promotions [11], meaning that shopping risk, prices, and promotions could affect consumers' willingness to use online or offline channels. In this study, "the cost-effective price of car payment" can be viewed as an appeal to consumers' shopping risks.…”

Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review

“…Appendix B examines the self-citation of the document during the period ≤2011 to 2021, 19 documents were self-cited 39 times, the article Measuring the effects of online-tooffline marketing by Chiang & Huang (2018) published in the Contemporary Management Research was cited 6 times.…”

“…Data gathered from such platforms can be exploited to create targeted marketing or generate innovative ideas on products or services based on consumer needs and standards. In addition, social networks allow consumers to share experiences and judgments regarding a brand, which other potential clients use as sources of reliable information [50]. Therefore, consumer reviews and recommendations are a form of electronic word of mouth that can direct online shoppers to a company's e-commerce platform [51].…”

“…Various factors influence a store's popularity, including website quality, shopping experiences, and product and service quality. Given the uncertainties and risks involved in online businesses, consumers pay attention to a website's security, usability, and privacy features [50]. Other attributes include delivery services, convenience, prices, trust, and product varieties.…”

Pertumbuhan Bisnis Melalui Metode O2O pada Usaha Mikro, Kecil dan Menengah (UMKM) di Indonesia

“…Gambar 3.2 Strategi Pengembangan Model O2O pada UMKM Dalam sebuah website The Online Economy pada tahun 2012 mengatakan bahwa dengan meningkatnya situs jaringan sosial dan layanan berbasis lokasi, saat ini pelanggan lebih memilih mencari informasi tentang produk melalui kedua saluran tersebut, lalu akhirnya membeli produk di toko fisik (Chiang & Lin, 2014). Conway (2011) dalam (Chiang & Lin, 2014) telah mensurvei sebuah metode yang tersedia saat ini untuk empat model O2O, yaitu toko online tradisional, layanan berbasis lokasi, social commerce, group pembelian. Pelanggan akan mempertimbangkan berbagai macam faktor untuk mengadopsi saluran yang paling tepat dalam melakukan transaksi.…”