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28-07-2023 | Empirical article

O2O switching determinants and successful drivers in omnichannel retailing services

Author: Pei-Ju Wu

Published in: Service Business | Issue 3/2023

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Abstract

Online-to-offline (O2O) e-commerce is growing strongly, prompting this research interest in what drives its success and what leads consumers to engage in O2O switching in networked omnichannel businesses. The proposed O2O-specific business analytics, the combination of text mining and decision-tree modeling, indicated that the top five success factors for omnichannel retailing were sound information-technology strategy; the high quality of the omnichannel platform itself; the availability of a ‘click and collect’ service; cooperation or acquisition; and effective loyalty programs. The paramount O2O switch determinants, meanwhile, were identified as lead time and price. A competitive edge in omnichannel retailing can be gained via stakeholder collaboration that generates valuable resources supports the researchers’ view that the resource-based view theory and stakeholder theory are complementary in this field. Moreover, the findings also shed light on how COVID-19 has influenced retailing networked business.

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Title: O2O switching determinants and successful drivers in omnichannel retailing services
Author: Pei-Ju Wu
Publication date: 28-07-2023
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 3/2023
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-023-00540-0

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