The facilitation of information technology has led to the rapid development of online-to-
offline commerce, and this mode is attracting increasing businesses to enter the market. Its …

The online-to-offline (O2O) business mode has on-demand features to offer consumers
instant fulfillment from a local store upon their online order. The O2O mode has attracted …

As an important part of the Internet economy, online markets have gained much interest in
research community as well as industry. Researchers have studied various aspects of online …

An increasing number of retailers and researchers regard buy-online-and-pick-up-in-store
(BOPS) as an important strategy of omni-channel operation. Although many studies focus on …

Within the rapidly changing online sphere, the significance of online for offline (O4O)
commerce platforms in directing consumer choices is evident. The purpose of this research …

The buy‐online‐and‐pickup‐in‐store (BOPS) service has been widely treated by retailers as
an important omni‐channel initiative. However, few studies have attempted to quantify the …

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 …

Channel integration services such as click-and-collect provide consumers with a seamless
experience across channels. However, research on the effects of simultaneously offered but …

The rise of omni‐channel retailing poses challenges for e‐marketplace platforms. To retain
third‐party sellers in the face of competitive pressure from rivals, e‐marketplace platforms …

The online channel has been crucially important for traditional offline retail stores since e-
commerce transformed the retail landscape in the last decade (Brynjolfsson et al. 2009; Cao …