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Understanding continuance intention to use online to offline (O2O) apps

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  • Chin-Lung Hsu

    (National Taipei University of Business)

  • Judy Chuan-Chuan Lin

    (Soochow University)

Abstract

O2O commerce is a new business model combining online shopping and offline transactions. While many reports indicate the large potential size of the O2O market, little is known about users’ continuance intention to use. This study applies an expectation confirmation model (ECM) that incorporates perceived hedonic benefits, product information intensity and transaction costs as belief-related constructs to predict users’ continuance intention to use O2O apps. The proposed model was empirically evaluated using survey data collected from 333 users concerning their perceptions of O2O apps. The results indicated that confirmation of O2O app usage experience was positively related to both perceived benefits such as utilitarian and hedonic benefits and satisfaction. Perceived benefits, satisfaction and transaction costs were found to have a direct impact on continuance intention. Specifically, there was a significant difference between task-oriented O2O apps users and entertainment-oriented O2O apps users. The results may provide further insights into O2O app marketing strategies.

Suggested Citation

  • Chin-Lung Hsu & Judy Chuan-Chuan Lin, 2020. "Understanding continuance intention to use online to offline (O2O) apps," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 883-897, December.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-019-00354-x
    DOI: 10.1007/s12525-019-00354-x
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