Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel

Shu-Hsien Liao · Da-Chian Hu · Huiling Liu

12 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose An omni-channel is a retailing strategy that the behavior of companies adopts many retail channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking both online and offline. This leads to several research questions of retailing omni-channel in this study. First, do channel brand trust (CBT) and store image (SI) affect re-patronage intentions through customer satisfaction (CS)? Second, regarding online rating (OR) and online involvement (OI), will CS be determined by consumer perception as well as the relevance of those attributes to the customer's re-patronage intentions? Third, do OR and OI have a role in exploring the moderating effect in the research model? Fourth, if there are positive effects from this relationship, it can generate a positive power return online. In addition, online-to-offline moves on a path for case firm omni-channel with customers' OR and OI with a reciprocal positive influence. Design/methodology/approach This study aims to investigate the relationship between CBT, SI, CS and re-patronize intention in an omni-channel. By using structural equation models (SEMs), this study aims to investigate offline-to-online and online-to-offline re-patronizing in the Taiwan Chunghwa Telecom (CHT) omni-channel (N = 1,642). Two moderated mediation models are investigated in this study. Findings This study first found that CBT and CS use SI to influence re-patronize intention in the omni-channel. SI plays a mediating role in this process; OR and OI influence the relationships of CBT, CS and re-patronize intention with two moderating roles. Originality/value This study first found that there is a reciprocal way with two paths in an omni-channel, starting with offline-to-online, in terms of confirming the relationship of CBT, CS and re-patronize intention in an omni-channel. There are positive effects from this relationship, and it can generate a positive power return online. In addition, we found that online-to-offline moves on a path that has a stronger influence of re-patronize intention for omni-channel with customers' OR and OI.

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References

1986Self-Reports in Organizational Research: Problems and Prospects 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 2020Brand trust and brand loyalty in mall shoppers 2019Consumer response to fake news about brands on social media: the effects of self-efficacy, media trust, and persuasion knowledge on brand trust 2021Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior 2022The role of brand experience, brand resonance and brand trust in luxury consumption 2021Risk and opportunity for online purchase intention – A moderated mediation model investigation 2021Linking digitalization and human capital to shape supply chain integration in omni-channel retailing

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