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Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review

Author

Listed:
  • Pinyi Yao

    (Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia)

  • Syuhaily Osman

    (Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia)

  • Mohamad Fazli Sabri

    (Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia)

  • Norzalina Zainudin

    (Faculty of Human Ecology, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia)

Abstract

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.

Suggested Citation

  • Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:7842-:d:849081
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    References listed on IDEAS

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    16. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
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    23. Wang, Chong & Wang, Yanqing & Wang, Jixiao & Xiao, Jiuling & Liu, Jian, 2021. "Factors influencing consumers' purchase decision-making in O2O business model: Evidence from consumers' overall evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
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    Cited by:

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    3. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.
    4. Yizhi Liu & Xuan Lu & Chengjiang Li & Gang Zhao, 2022. "The Influence of Content Presentation on Users’ Intention to Adopt mHealth Applications: Based on the S-O-R Theoretical Model," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    5. Kowoon Kim & Hong-Youl Ha, 2023. "Do Changes in Attribute Weights between Two Platforms Alter Interplay Effects in the O2O Era? Two Time-Lag Intervals in the Tourism Sector," Sustainability, MDPI, vol. 15(14), pages 1-16, July.

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