The relationship between platform choice and supplier’s efficiency- evidence from China’s online to offline (O2O)e-commerce platforms

Xing, Wei; Chen, Jing

doi:10.1007/s12525-017-0280-3

Cited by 35 publications

(24 citation statements)

References 55 publications

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“…Without having these or the funds to implement required technological infrastructure will make it impossible to transition to O2O. The findings extend work by earlier studies in O2O context [1].…”

Section: Lack Of Resourcessupporting

confidence: 80%

“…O2O is defined as "e-commerce that combines searching and booking products or services online, and consumption in brick-and-mortar stores" [1]. It offers flexibility, convenience and added layer of security to customers while allowing business owners to promote their offerings and satisfy their customers through enhanced hybrid online-offline engagements.…”

Section: O2o Business and Its Characteristicsmentioning

confidence: 99%

“…In the same coin, pure online shopfronts also see benefits of adopting O2O. The expanding eCommerce market is becoming saturated and with all the technicalities and security issues involved, online business owners can gain benefit by having dual online and offline shop-fronts [1]. Brining customers to offline shop-fronts for picking up the purchased goods create opportunities for more sales.…”

Section: Adoption and Development Of O2o Businessmentioning

confidence: 99%

“…Online-to-Offline (O2O) is one of the latest business solutions which integrate the click-and-order features of online business with brick-and-mortar properties of physical business presence to offer a unique shopping and business experience to both, customers and business owners [1]. It promises to resolve some of the limitations of existing online businesses such as not being able to view/experience the products physically, and online scams/frauds [2].…”

Section: Introductionmentioning

confidence: 99%

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Online-To-Offline (O2O) Business: Empirically Examining the Adoption Vs. Non-adoption

Ram¹,

Manoharan²,

Sun³

2019

JESA

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The growth of Online-to-Offline (O2O) business is accompanied by a number of failures. Compounding the problem, theoretically-informed knowledge about "why firms adopt O2O" remains limited. The purpose of this study is to address this gap and examine the reasons that influence organizational decisions to adopt (or do not adopt) O2O. Informed by synthesis of Diffusion of Innovation (DOI) and Technology-Organization-Environment (TOE) theories, the data collected from 24 qualitative semi-structured interviews were analyzed using content analysis techniques. The results show that firms adopt O2O to: (1) cope with the shift in marketplace (one from sellers to buyers) by adding flexibility and security into offerings, (2) improve engagement with customers through expansion of scope of relationship and reach, and (3) enlarge customer portfolio and profitability. Unexpectedly, the results show that one of the reasons firms not adopt O2O is because they believe that their existing engagement with customers is mature and stable, changes to which could be determinantal. Managerial inertia is another roadblock. Theoretically, the findings build new knowledge on the adoption/non-adoption decision of O2O and reasons thereof. The results equip managers with insights from industry and provide them an understanding of the challenges as well as reasons for adoption/non-adoption of O2O.

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Section: Lack Of Resourcessupporting

confidence: 80%

Section: O2o Business and Its Characteristicsmentioning

confidence: 99%

Section: Adoption and Development Of O2o Businessmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Online-To-Offline (O2O) Business: Empirically Examining the Adoption Vs. Non-adoption

Ram¹,

Manoharan²,

Sun³

2019

JESA

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“…O2O ecommerce differs from B2C/B2B/C2C e-commerce in that the logistics and consumption components in O2O transactions are typically carried out offline (meaning customers/consumers collect, experience and/or consume the product/service at an offline facility/shop) (Wan and Chen, 2017). O2O is defined as "ecommerce that combines searching and booking products or services online, and consumption in brick-andmortar stores" (Wan and Chen, 2017;p.1).…”

Section: Introductionmentioning

confidence: 99%

O2O Adoption Benefits: A Managerial Perspective of Customer Benefits

Ram

Manoharan²,

Sun

2020

EJISE

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Online‑to‑offline (O2O) is a fast‑growing business innovation, pointing online customers to physical locations where they can more closely inspect – and purchase – their desired products, or can collect them after ordering online. However, the growth of O2O may be limited by the lack of reliable understanding of its benefits to customers. This study aims to remedy this lack of knowledge, by analyzing the transcripts of 24 semi‑structured interviews with managers. The study finds that O2O benefits customers in three main ways: (1) making more informed decisions, (2) receiving timely information on discounts and sales, leading to time and cost savings, and (3) having direct interaction opportunities with the business ‑ something which is not the case in a pure online business. Contrary to general understanding, the results show that offering discounts as a benefit to customers is an approach that is not necessarily applicable across‑the‑board, because in some industries the margins are too low to offer any discounts. Further work may be needed to examine the relevance of discount as a customer benefit proposition for adopting O2O. We also find that the time saving benefit to customers remains a contentious issue, as the availability of too much choice may lead to customers spending too much time investigating the product/service, thereby delaying their decisions and ultimately negating any benefits. The results contribute to e‑commerce literature in building the theoretical understanding of the perceived benefits of O2O for customers from a managerial perspective. The identification of O2O benefits for customers will also help in understanding the behaviors and intentions as well as perceived value of adoption and acceptance of newer forms of technological ‑oriented innovations such as O2O in general. Managers can use the results for business‑case development and strategizing benefits realization of adopting O2O. The results will help managers in creating tailored strategies to integrate features and functionalities in the software products used for O2O to ensure that identified benefits are provided to the customers, thus improving the chances of successful realization.

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Precise Marketing Data Mining Method of E-Commerce Platform Based on Association Rules

Zhang

Dwivedi

2022

Mobile Netw Appl

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The relationship between platform choice and supplier’s efficiency- evidence from China’s online to offline (O2O)e-commerce platforms

Cited by 35 publications

References 55 publications

Online-To-Offline (O2O) Business: Empirically Examining the Adoption Vs. Non-adoption

Online-To-Offline (O2O) Business: Empirically Examining the Adoption Vs. Non-adoption

O2O Adoption Benefits: A Managerial Perspective of Customer Benefits

Precise Marketing Data Mining Method of E-Commerce Platform Based on Association Rules

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