Measuring the Effects of Online-To-Offline Marketing

I Ping Chiang, Chia yi Lin, Chih Hui Huang

Abstract


Due to the competitiveness of e-commerce environment and emerging mobile device usage, companies begin to find a new strategy for their e-marketing, that is, online-to-offline (O2O) marketing, to integrate both channels more efficiently. However, there are still very few studies focusing on O2O marketing issues. The purpose of this study will try to develop an analytic model to explore how customers adopt O2O commerce models.
This study collect 1,267 valid Taiwan internet user’s sample used a web survey from customers from Insightxplorer’s CyberPanel who intend to adopt multi-channel retailing. We through factor analysis be conducted to confirm the induced factors from literature review and multinomial logit model analysis be also conducted to analyze the relationships among search factor(information availability, search convenience, enjoyment, media richness and tangible) and purchase factor(service quality, price and promotion, purchase convenience, risk perception, Immediately and product quantity ) and adopting multi-channel behaviors, Finally, based on the finding, in-depth discussions and conclusions will be provided to further researches and practices.

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DOI: https://doi.org/10.7903/cmr.18462

Contemporary Management Research / CMR / ISSN 1813-5498