IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i2p21582440241240812.html
   My bibliography  Save this article

Influence of Online to Offline on a Chain Store: Two Moderated Mediation Models Investigation

Author

Listed:
  • Shu-Hsien Liao
  • Da-Chian Hu
  • Hui-Ling Liu

Abstract

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.

Suggested Citation

  • Shu-Hsien Liao & Da-Chian Hu & Hui-Ling Liu, 2024. "Influence of Online to Offline on a Chain Store: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 14(2), pages 21582440241, April.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241240812
    DOI: 10.1177/21582440241240812
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440241240812
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440241240812?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    2. Wu Li & Pengya Ai & Annette Ding, 2023. "More Than Just Numbers: How Engagement Metrics Influence User Intention to Pay for Online Knowledge Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    3. Florence Kremer & Catherine Viot, 2012. "How store brands build retailer brand image," Post-Print hal-01803720, HAL.
    4. Goel, Pooja & Parayitam, Satyanarayana & Sharma, Anuj & Rana, Nripendra P. & Dwivedi, Yogesh K, 2022. "A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping," Journal of Business Research, Elsevier, vol. 142(C), pages 1-16.
    5. Liao, Shu-Hsien & Yang, Ling-Ling, 2020. "Mobile payment and online to offline retail business models," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Muhammad Sohaib, 2022. "An Investigation of Repurchase Intentions in the Banking Industry: What Reason Do They Return?," SAGE Open, , vol. 12(1), pages 21582440211, January.
    7. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    8. Eui-Yul Choi, 2022. "The Mediating Role of Interaction Between Watching Motivation and Flow of Sports Broadcasting in Multi-Channel Network," SAGE Open, , vol. 12(1), pages 21582440211, January.
    9. Affifa Sardar & Amir Manzoor & Khurram Adeel Shaikh & Liaqat Ali, 2021. "An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption," SAGE Open, , vol. 11(4), pages 21582440211, October.
    10. Zhang, Hao & Liang, Xiaoning & Qi, Chenyue, 2021. "Investigating the impact of interpersonal closeness and social status on electronic word-of-mouth effectiveness," Journal of Business Research, Elsevier, vol. 130(C), pages 453-461.
    11. Lisha Wang & Jing Chen & Huaming Song, 2021. "Manufacturer’s channel strategy with retailer’s store brand," International Journal of Production Research, Taylor & Francis Journals, vol. 59(10), pages 3042-3061, May.
    12. Yen-Chieh Chen & Meng-Chien Li & Shou-Der Weng & Yi-Chieh Wang, 2023. "A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy," SAGE Open, , vol. 13(1), pages 21582440221, January.
    13. Hyoung Yong Choi & Sang Soo Kim, 2022. "How is Satisfaction with Online-to-Offline App Formed? Importance of Confirmation Through Offline Experience," SAGE Open, , vol. 12(4), pages 21582440221, November.
    14. Uzir, Md. Uzir Hossain & Al Halbusi, Hussam & Thurasamy, Ramayah & Thiam Hock, Rodney Lim & Aljaberi, Musheer A. & Hasan, Najmul & Hamid, Mahmud, 2021. "The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    15. Yi He & Qingyun Xu & Pengkun Wu, 2020. "Omnichannel retail operations with refurbished consumer returns," International Journal of Production Research, Taylor & Francis Journals, vol. 58(1), pages 271-290, January.
    16. Parcu, Pier Luigi & Innocenti, Niccolò & Carrozza, Chiara, 2022. "Ubiquitous technologies and 5G development. Who is leading the race?," Telecommunications Policy, Elsevier, vol. 46(4).
    17. Guangyi Xu & Jianji Zeng & Hongli Wang & Chen Qian & Xinran Gu, 2022. "How Transformational Leadership Motivates Employee Involvement: The Roles of Psychological Safety and Traditionality," SAGE Open, , vol. 12(1), pages 21582440211, February.
    18. Pu, Xujin & Zhang, Shiming & Ji, Bowen & Han, Guanghua, 2021. "Online channel strategies under different offline channel power structures," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Lee, Wei-Long & Liu, Chih-Hsing & Tseng, Tzu-Wen, 2022. "The multiple effects of service innovation and quality on transitional and electronic word-of-mouth in predicting customer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. M. Awais Shakir Goraya & Zhu Jing & Mahmud Akhter Shareef & Muhammad Imran & Aneela Malik & M. Shakaib Akram, 2021. "An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 181-195, March.
    21. Wei Tu & Li Zhou & Ben Ye Haobin & Qi Yan, 2022. "Conceptualizing and Assessing the Competitiveness of Slow Tourism Destinations: Evidence From the First Accredited Città slow in China," SAGE Open, , vol. 12(1), pages 21582440211, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Cheng, Fei & Chen, Tong & Shen, Yuting & Jing, Xiaodong, 2022. "Impact of green technology improvement and store brand introduction on the sales mode selection," International Journal of Production Economics, Elsevier, vol. 253(C).
    3. Pengkun Wu & Eric W. T. Ngai & Yuanyuan Wu, 2023. "Impact of praise cashback strategy: Implications for consumers and e‐businesses," Production and Operations Management, Production and Operations Management Society, vol. 32(9), pages 2825-2845, September.
    4. Yi He & Qianqian Xu & Da Zhao, 2020. "Impacts of the BOPS Option on Sustainable Retailing," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    5. Shen, Yinhai & Zhang, Qing & Zhang, Zhichao & Ma, Xinyu, 2022. "Omnichannel retailing return operations with consumer disappointment aversion," Operations Research Perspectives, Elsevier, vol. 9(C).
    6. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    7. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Consumer responses to elimination of overpackaging on private label products," Working Papers halshs-01076408, HAL.
    8. Jahangir Hamzavi, 2023. "Developing a comprehensive model for the knowledge productivity in electronic word-of-mouth marketing for banks," SN Business & Economics, Springer, vol. 3(2), pages 1-29, February.
    9. Ragna Nilssen & Geoff Bick & Russell Abratt, 2019. "Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 71-83, January.
    10. Li, Jing & Liu, XiaoWen, 2024. "An agent-based simulation model for analyzing and optimizing omni-channel retailing operation decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    11. Elisa Monnot & Fanny Reniou & Béatrice Parguel, 2014. "Réponses des consommateurs à la suppression des suremballages sur les MDD," Post-Print hal-01644771, HAL.
    12. Park, Hyewon & Hur, Won-Moo & Kang, Seongho, 2023. "Contribution of sales control in salespeople’s creative selling: Work engagement as a mediator," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    13. Zhan, Mengmeng & Huang, Minxue & Li, Aoqi & Yang, Yvmeng, 2023. "The role of impulsive behaviour and meta-perception in referral reward programs," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    15. Savastano Marco & Anagnoste Sorin, 2020. "Pioneering Strategies in Retail Settings: An Empirical Study of Successful Practices," Management & Marketing, Sciendo, vol. 15(4), pages 643-663, December.
    16. Xiyun Gong & Choy Leong Yee & Shin Yiing Lee & Ethan Yi Cao & Abu Naser Mohammad Saif, 2024. "Knowledge mapping of impulsive buying behavior research: a visual analysis using CiteSpace," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    17. Vikram Choudhary & Rajesh K Aithal, 2023. "Low-cost Technologies for Kirana (Small) Retail: A Game Changer?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 250-258, July.
    18. Wu, Huamin & Li, Guo & Zheng, Hong & Zhang, Xuefeng, 2022. "Contingent channel strategies for combating brand spillover in a co-opetitive supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    19. Zhang, Yaqiong & Wang, Shifu, 2023. "The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241240812. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.