Research on Online to Offline Mobile Marketing Based on Specific Needs

Ding, Houchun; Jiang, Li

doi:10.1007/978-3-642-40660-7_43

Cited by 4 publications

(6 citation statements)

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“…This integration links the real economy and helps resolve the competition between online and offline channels (Hsieh, 2017). Discounts can be made occasionally to attract consumers trying online communication and payment channels or visiting brick-and-mortar stores for offline consumption experiences (Ding and Jiang, 2015; Kang and Namkung, 2019; Kim et al. , 2016b).…”

Section: Features Of O2omentioning

confidence: 99%

“…The process of information exchange becomes more meaningful. Sellers can easily launch personalized marketing after identifying what particular marketing information buyers want (Ding and Jiang, 2015; Govindan and Malomfalean, 2019; Wang and Scholten, 2016).…”

Section: Features Of O2omentioning

confidence: 99%

“…Real-time price comparison online via the O2O platforms is also available (Chang et al. , 2018; Ding and Jiang, 2015; Govindan and Malomfalean, 2019; Pan et al. , 2017; Sarkar et al.…”

Section: Features Of O2omentioning

confidence: 99%

“…From the seller side, mobile technologies help locate buyers in real time. O2O mobile marketing is “more flexible and region-oriented”, conveniently promoting “products to consumers' palms directly” (Ding and Jiang, 2015, p. 296). This reduces the time and cost of finding potential customers nearby.…”

Section: Features Of O2omentioning

confidence: 99%

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Defining online to offline (O2O): a systematic approach to defining an emerging business model

Lee

Feiyu

Chau

2022

INTR

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PurposeA 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/approachTo 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.FindingsThe 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/valueThe 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.

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Section: Features Of O2omentioning

confidence: 99%

Section: Features Of O2omentioning

confidence: 99%

“…Real-time price comparison online via the O2O platforms is also available (Chang et al. , 2018; Ding and Jiang, 2015; Govindan and Malomfalean, 2019; Pan et al. , 2017; Sarkar et al.…”

Section: Features Of O2omentioning

confidence: 99%

Section: Features Of O2omentioning

confidence: 99%

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Defining online to offline (O2O): a systematic approach to defining an emerging business model

Lee

Feiyu

Chau

2022

INTR

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“…With the growing integrated online and offline environment, O2O commerce has huge potential for growth [31]. Ding et al [32] define O2O as "O2O, from online to offline, means that companies provide discounts, information and services through the Internet to attract consumers' attention, allowing them to pay online and enjoy services offline, thus increasing consumer satisfaction and meeting personalized needs." Many scholars have conducted research on the O2O model with different focuses.…”

Section: O2o Modelmentioning

confidence: 99%

Contract Coordination of Fresh Agri-Product Supply Chain under O2O Model

Yang

Xiong

et al. 2022

Sustainability

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The development of the fresh-food e-commerce has led scholars to pay more attention to research on the agricultural product supply chain. This paper analyses the operation mode of the new O2O retail fresh supply chain by constructing the Stackelberg game model, takes the freshness and freshness-keeping efforts of fresh agricultural products as the main considerations, and analyses and compares the overall income of the supply chain under different decision-making modes. The results of the study show that: (1) In a centralized decision-making model, collaboration between suppliers and retailers online and offline can increase their respective revenues, and overall supply chain profits increase as the proportion of collaboration increases; (2) compared to decentralized decision-making, revenue-sharing contracts can increase the overall profitability of supply chain members and the supply chain when the revenue sharing factor is relatively high in the case of online and offline channel collaboration; (3) finally, the impact of revenue-sharing contracts on supply chain profitability is discussed through numerical analysis.

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Enhancing online-to-offline specific customer loyalty in beauty industry

Leung

et al. 2018

Enterprise Information Systems

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Research on Online to Offline Mobile Marketing Based on Specific Needs

Cited by 4 publications

References 0 publications

Defining online to offline (O2O): a systematic approach to defining an emerging business model

Defining online to offline (O2O): a systematic approach to defining an emerging business model

Contract Coordination of Fresh Agri-Product Supply Chain under O2O Model

Enhancing online-to-offline specific customer loyalty in beauty industry

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