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O2O switching determinants and successful drivers in omnichannel retailing services

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  • Pei-Ju Wu

    (Feng Chia University)

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.

Suggested Citation

  • Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    • Handle: RePEc:spr:svcbiz:v:17:y:2023:i:3:d:10.1007_s11628-023-00540-0
    DOI: 10.1007/s11628-023-00540-0
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