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Business Benefits of Online-To-Offline Ecommerce: A Theory Driven Perspective

Author

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  • Jiwat Ram
  • Siyao Sun

Abstract

Online-to-offline (O2O) is a rapidly-growing business innovation, yet knowledge on the benefits of adopting O2O remains limited. In particular, theoretically informed studies are scarce. Thus, this study uses the theory of IT business value to examine: which benefits can businesses realise by adopting O2O? Qualitative data (from 24 semi-structured interviews) are analysed using content-analysis techniques, and indicate that O2O benefits businesses through: (1) leveraging complementarities to optimise online?offline resource use and efficiencies, (2) profiling customers? behaviours to reach potential customers and (3) enlarging customer feedback channels to gain augmented customer understanding. Contrary to the belief that online mode is central to success, we find that leveraging offline business mode is still considered beneficial and an important avenue for building e-commerce activities. Theoretically, the results provide new insight on the benefits of adopting O2O. Managers can use the results for business case development and strategising benefit realisation of adopting O2O. JEL Codes: O33, L86

Suggested Citation

  • Jiwat Ram & Siyao Sun, 2020. "Business Benefits of Online-To-Offline Ecommerce: A Theory Driven Perspective," Journal of Innovation Economics, De Boeck Université, vol. 0(3), pages 135-162.
    • Handle: RePEc:cai:jiedbu:jie_033_0135
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    Citations

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    Cited by:

    1. Van Dat Tran, 2021. "Using Mobile Food Delivery Applications during the COVID-19 Pandemic: Applying the Theory of Planned Behavior to Examine Continuance Behavior," Sustainability, MDPI, vol. 13(21), pages 1-20, November.
    2. Leilei Jiang & Wenming Sun & Lin Ren, 2024. "Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 13211-13232, September.
    3. Charlene Li & Miranda Mirosa & Phil Bremer, 2020. "Review of Online Food Delivery Platforms and their Impacts on Sustainability," Sustainability, MDPI, vol. 12(14), pages 1-17, July.

    More about this item

    Keywords

    Business Benefits; IT Business Value; Online-to-offline; e-Commerce; Emerging e-commerce business models;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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