Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 2 February 2024
Issue publication date: 15 March 2024
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.
Keywords
Acknowledgements
This research was funded by the National Science and Technology Council, Taiwan, Republic of China (MOST 111-2410-H-032-017-MY2).
Citation
Liao, S.-H., Hu, D.-C. and Liu, H.-L. (2024), "Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel", International Journal of Retail & Distribution Management, Vol. 52 No. 3, pp. 341-354. https://doi.org/10.1108/IJRDM-06-2023-0420
Publisher
:Emerald Publishing Limited
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