Influence of online to offline on a chain store: Two moderated mediation models investigation
學年 112
學期 2
出版（發表）日期 2024-04-08
作品名稱 Influence of online to offline on a chain store: Two moderated mediation models investigation
作品名稱（其他語言）
著者 Shu-Hsien Liao; Da-Chian Hu; Hui-Ling Liu
單位
出版者
著錄名稱、卷期、頁數 SAGE Open 14(2), pp.1-14
摘要 In the online to offline (O2O) model, online marketing and online purchases drive offline (non-Internet) operations and offline consumption. E-commerce must use more effective methods in combination with offline physical stores for consumers to obtain better online services. However, if there are positive effects from offline from customers on the re-purchase, it can generate a positive power return to online. In addition, could online to offline moves on a path that have either stronger or weaker influence of re-purchase on chain stores with customers’ electronic word-of-mouth and online involvement? To understand the influence of O2O on chain stores, this study investigates the relationships between chain store brand images, perceived value, customer satisfaction and re-purchase intention on offline considerations in a Taiwan telecom chain store (N = 1,602). The research results find that customer satisfaction plays a fully mediating role. In addition, electronic word-of-mouth and online involvement play two moderating roles on the relationships between chain store brand image, perceived value, customer satisfaction, and re-purchase intention respectively. Finally, theoretical and practical implications, conclusion, limitations and future research are presented.
關鍵字
語言 en_US
ISSN 2158-2440; 2158-2440
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 USA
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/127497 )