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Consumer behavior in online-to-offline (O2O) commerce: a thematic review

Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publi...

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Main Authors: Pinyi, Yao, Osman, Syuhaily, Sabri, Mohamad Fazli, Zainudin, Norzalina
Format: Article
Published: MDPI 2022
Online Access:http://psasir.upm.edu.my/id/eprint/100793/
https://www.mdpi.com/2071-1050/14/13/7842
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spelling my.upm.eprints.1007932023-08-23T02:49:09Z http://psasir.upm.edu.my/id/eprint/100793/ Consumer behavior in online-to-offline (O2O) commerce: a thematic review Pinyi, Yao Osman, Syuhaily Sabri, Mohamad Fazli Zainudin, Norzalina Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publications focused on this issue, no review paper has discussed the current research trends and factors influencing consumer behavior in O2O commerce. Therefore, this review aimed to synthesize literature on O2O commerce from 2015 to April 2022, focusing on consumer behavior. A set of inclusion and exclusion criteria was developed for searching and screening articles from two dominant databases (i.e., WOS and Scopus), and 53 eligible articles were included in this review. A thematic review approach using ATLAS.ti 9 software was conducted. Quantitative results presented the research trends of O2O commerce. Qualitative analyses generated eight main clusters of factors which influence consumers’ O2O behavior: (1) service and product quality, (2) technical and utilitarian factors, (3) emotional and hedonic factors, (4) trust and risk, (5) price and cost (6), social factors, (7) online content, and (8) habit. This paper also highlighted promising future research directions. The findings are expected to benefit the sustainable management and the future research of O2O commerce. MDPI 2022-06-27 Article PeerReviewed Pinyi, Yao and Osman, Syuhaily and Sabri, Mohamad Fazli and Zainudin, Norzalina (2022) Consumer behavior in online-to-offline (O2O) commerce: a thematic review. Sustainability, 14 (13). art. no. 7842. pp. 1-24. ISSN 2071-1050 https://www.mdpi.com/2071-1050/14/13/7842 10.3390/su14137842
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publications focused on this issue, no review paper has discussed the current research trends and factors influencing consumer behavior in O2O commerce. Therefore, this review aimed to synthesize literature on O2O commerce from 2015 to April 2022, focusing on consumer behavior. A set of inclusion and exclusion criteria was developed for searching and screening articles from two dominant databases (i.e., WOS and Scopus), and 53 eligible articles were included in this review. A thematic review approach using ATLAS.ti 9 software was conducted. Quantitative results presented the research trends of O2O commerce. Qualitative analyses generated eight main clusters of factors which influence consumers’ O2O behavior: (1) service and product quality, (2) technical and utilitarian factors, (3) emotional and hedonic factors, (4) trust and risk, (5) price and cost (6), social factors, (7) online content, and (8) habit. This paper also highlighted promising future research directions. The findings are expected to benefit the sustainable management and the future research of O2O commerce.
format Article
author Pinyi, Yao
Osman, Syuhaily
Sabri, Mohamad Fazli
Zainudin, Norzalina
spellingShingle Pinyi, Yao
Osman, Syuhaily
Sabri, Mohamad Fazli
Zainudin, Norzalina
Consumer behavior in online-to-offline (O2O) commerce: a thematic review
author_facet Pinyi, Yao
Osman, Syuhaily
Sabri, Mohamad Fazli
Zainudin, Norzalina
author_sort Pinyi, Yao
title Consumer behavior in online-to-offline (O2O) commerce: a thematic review
title_short Consumer behavior in online-to-offline (O2O) commerce: a thematic review
title_full Consumer behavior in online-to-offline (O2O) commerce: a thematic review
title_fullStr Consumer behavior in online-to-offline (O2O) commerce: a thematic review
title_full_unstemmed Consumer behavior in online-to-offline (O2O) commerce: a thematic review
title_sort consumer behavior in online-to-offline (o2o) commerce: a thematic review
publisher MDPI
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/100793/
https://www.mdpi.com/2071-1050/14/13/7842
_version_ 1776248900475158528
score 13.211869

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