Due to the competitiveness of the e-commerce environment and the emerging usage of
mobile devices, companies have found a new e-marketing strategy, that is, online-to-offline …

Recently, a number of companies have started to implement commerce platforms that
maximize the profits of offline stores by using online information. This kind of commerce is …

Online-to-offline (O2O) commerce is a popular business model which links offline business
activities with online channels. Consumer behavior in O2O commerce is more complex than …

The online-to-offline (O2O) commerce has been one of the hottest topics nowadays, but
which features of the O2O commerce drive the consumers to be involved into are still blur …

Online-to-offline (O2O) commerce is a specific form of omnichannel retailing, wherein
consumers search and purchase online and then consume offline. There are many different …

Purpose This study conducts a systematic literature review to synthesize the extant literature
primarily on “online shopping consumer behavior” and to gain insight into “What drives …

There is a recent trend among many e-retailers worldwide to expand their online-only
channels to offline stores to increase demand among their online stores and gain more …

Purpose This research investigates the novel questions of whether and how specific forms of
shopping channels (online vs offline) influence consumers' decision-making. Moreover, this …

Previous research on online consumer purchases has focused on increased purchases and
neglected decreased purchases. However, factors impacting these purchases are different …

Purpose This study aims to understand why consumers continue to visit physical stores
despite the rise in mobile shopping and online channels. Mobile shopping has changed …