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Delivery Services and Online to Offline in Retailing: An Empirical Investigation in Taiwan During the Covid-19 Pandemic Period

Author

Listed:
  • Shu-Hsien Liao
  • Retno Widowati
  • Shang-Chen Chan

Abstract

The Covid-19 pandemic began as early as November 2019, the epidemic has altered the process and habits of business and consumer transactions. With the Internet and apps, delivery platforms are popular and changes in mobile payment methods have facilitated retail operations by providing delivery services. Online to offline is a retail model using online marketing and online purchases to drive offline operations and consumption. This leads to several research questions about Taiwan retail in this study. First, what do retail operators in Taiwan provide for the delivery service process? Second, what are the profiles of the delivery service of consumers in Taiwan? Third, what are the preferences for delivery services and purchasing modes online to offline in different consumer segments? Fourth, what profiles, patterns and rules should retail operators consider making their delivery service online to offline model more competitive in retail? Using a questionnaire survey ( n  = 1,169), data mining analytics including clustering analysis and association rules, are implemented on a relational database to generate knowledge patterns and rules for delivery service retail operators that can serve Taiwan retail customers in online to offline business models. Finally, practical implications and suggestions for Taiwan retailing operators are also presented.

Suggested Citation

  • Shu-Hsien Liao & Retno Widowati & Shang-Chen Chan, 2025. "Delivery Services and Online to Offline in Retailing: An Empirical Investigation in Taiwan During the Covid-19 Pandemic Period," SAGE Open, , vol. 15(1), pages 21582440251, February.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:1:p:21582440251323111
    DOI: 10.1177/21582440251323111
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