IDEAS home Printed from https://ideas.repec.org/a/spr/elmark/v30y2020i4d10.1007_s12525-019-00354-x.html
   My bibliography  Save this article

Understanding continuance intention to use online to offline (O2O) apps

Author

Listed:
  • Chin-Lung Hsu

    (National Taipei University of Business)

  • Judy Chuan-Chuan Lin

    (Soochow University)

Abstract

O2O commerce is a new business model combining online shopping and offline transactions. While many reports indicate the large potential size of the O2O market, little is known about users’ continuance intention to use. This study applies an expectation confirmation model (ECM) that incorporates perceived hedonic benefits, product information intensity and transaction costs as belief-related constructs to predict users’ continuance intention to use O2O apps. The proposed model was empirically evaluated using survey data collected from 333 users concerning their perceptions of O2O apps. The results indicated that confirmation of O2O app usage experience was positively related to both perceived benefits such as utilitarian and hedonic benefits and satisfaction. Perceived benefits, satisfaction and transaction costs were found to have a direct impact on continuance intention. Specifically, there was a significant difference between task-oriented O2O apps users and entertainment-oriented O2O apps users. The results may provide further insights into O2O app marketing strategies.

Suggested Citation

  • Chin-Lung Hsu & Judy Chuan-Chuan Lin, 2020. "Understanding continuance intention to use online to offline (O2O) apps," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 883-897, December.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-019-00354-x
    DOI: 10.1007/s12525-019-00354-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12525-019-00354-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12525-019-00354-x?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Teo, Thompson S.H. & Yu, Yuanyou, 2005. "Online buying behavior: a transaction cost economics perspective," Omega, Elsevier, vol. 33(5), pages 451-465, October.
    2. Pradeep K. Chintagunta & Junhong Chu & Javier Cebollada, 2012. "Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice," Marketing Science, INFORMS, vol. 31(1), pages 96-114, January.
    3. Yeong Gug Kim & Gang Li, 2009. "Customer Satisfaction with and Loyalty towards Online Travel Products: A Transaction Cost Economics Perspective," Tourism Economics, , vol. 15(4), pages 825-846, December.
    4. Wu, Lei-Yu & Chen, Kuan-Yang & Chen, Po-Yuan & Cheng, Shu-Ling, 2014. "Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2768-2776.
    5. Lingling Gao & Kerem Aksel Waechter, 2017. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 19(3), pages 525-548, June.
    6. Gary C. Moore & Izak Benbasat, 1991. "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, INFORMS, vol. 2(3), pages 192-222, September.
    7. Chin-Lung Hsu, 2010. "Exploring the Player Flow Experience in E-Game Playing," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 6(2), pages 47-64, April.
    8. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    9. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ho, Manh-Tung & Mantello, Peter & Ghotbi, Nader & Nguyen, Minh-Hoang & Nguyen, Hong-Kong T. & Vuong, Quan-Hoang, 2022. "Rethinking technological acceptance in the age of emotional AI: Surveying Gen Z (Zoomer) attitudes toward non-conscious data collection," Technology in Society, Elsevier, vol. 70(C).
    2. Kim, Yaeri & Roh, Taewoo, 2022. "Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    3. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    4. Ryu, Min Ho & Kim, Eunhye & Lee, Sang Yup, 2022. "How offline retailers adopt O2O: Neighboring star shops and their proximity effect," Telecommunications Policy, Elsevier, vol. 46(3).
    5. Svetlana Zemlyak & Olga Gusarova & Svetlana Sivakova, 2022. "Assessing the Influence of Collaborative Technology Adoption—Mediating Role of Sociotechnical, Organizational, and Economic Factors," Sustainability, MDPI, vol. 14(21), pages 1-14, November.
    6. Ma, Xiaoyue & Huo, Yudi, 2023. "Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework," Technology in Society, Elsevier, vol. 75(C).
    7. Yi Sun & Shihui Li & Lingling Yu, 2022. "The dark sides of AI personal assistant: effects of service failure on user continuance intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 17-39, March.
    8. Niu, Ben & Mvondo, Gustave Florentin Nkoulou, 2024. "I Am ChatGPT, the ultimate AI Chatbot! Investigating the determinants of users' loyalty and ethical usage concerns of ChatGPT," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Aditya Halim Perdana Kusuma Putra, 2024. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 82-96, May.
    10. Guerreiro, João & Loureiro, Sandra Maria Correia, 2023. "I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships," Journal of Business Research, Elsevier, vol. 161(C).
    11. Barrutia, Jose M. & Echebarria, Carmen, 2021. "Effect of the COVID-19 pandemic on public managers’ attitudes toward digital transformation," Technology in Society, Elsevier, vol. 67(C).
    12. Lu, Hsiao-Han & Chen, Ching-Fu & Tai, Yi-Wen, 2024. "Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    13. Yao, Pinyi & Li, Yezheng, 2024. "Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Shah, Sayed Kifayat & Zhongjun, Tang, 2021. "Elaborating on the consumer’s intention–behavior gap regarding 5G technology: The moderating role of the product market-creation ability," Technology in Society, Elsevier, vol. 66(C).
    15. Aumaima Wahbi & Karim Khaddouj & Naoufal Lahlimi, 2023. "Study of the relationship between chatbot technology and customer experience and satisfaction [Etude de la relation entre la technologie chatbots et l'expérience et la satisfaction client]," Post-Print hal-04403080, HAL.
    16. Emerson Wagner Mainardes & Priscilla Maria Ferreira Costa & Silvania Neris Nossa, 2023. "Customers’ satisfaction with fintech services: evidence from Brazil," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 378-395, June.

    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. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    2. Talwar, Shalini & Dhir, Amandeep & Khalil, Ashraf & Mohan, Geetha & Islam, A.K.M. Najmul, 2020. "Point of adoption and beyond. Initial trust and mobile-payment continuation intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Lingling Gao & Kerem Aksel Waechter, 2017. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 19(3), pages 525-548, June.
    4. Park, JungKun & Ahn, Jiseon & Thavisay, Toulany & Ren, Tianbao, 2019. "Examining the role of anxiety and social influence in multi-benefits of mobile payment service," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 140-149.
    5. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    6. Chi-Yo Huang & Hui-Ya Wang & Chia-Lee Yang & Steven J. H. Shiau, 2020. "A Derivation of Factors Influencing the Diffusion and Adoption of an Open Source Learning Platform," Sustainability, MDPI, vol. 12(18), pages 1-27, September.
    7. Zhunzhun Liu & Shenglin Ben & Ruidong Zhang, 2019. "Factors affecting consumers’ mobile payment behavior: a meta-analysis," Electronic Commerce Research, Springer, vol. 19(3), pages 575-601, September.
    8. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    9. Xin Lin & RunZe Wu & Yong-Taek Lim & Jieping Han & Shih-Chih Chen, 2019. "Understanding the Sustainable Usage Intention of Mobile Payment Technology in Korea: Cross-Countries Comparison of Chinese and Korean Users," Sustainability, MDPI, vol. 11(19), pages 1-23, October.
    10. Yixiao Li & Zhanda Zhang & Ruiqin Wang & Yuangao Chen, 2019. "Consumer Purchase Intention toward Crowdfunding Products/Services: A Cost–Benefit Perspective," Sustainability, MDPI, vol. 11(13), pages 1-21, June.
    11. Allicia Deana Santosa & Nuryanti Taufik & Faizal Haris Eko Prabowo & Mira Rahmawati, 2021. "Continuance intention of baby boomer and X generation as new users of digital payment during COVID-19 pandemic using UTAUT2," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 259-273, December.
    12. Oussama Tounekti & Antonio Ruiz-Martínez & Antonio F. Skarmeta-Gómez, 2021. "Users’ Evaluation of a New Web Browser Payment Interface for Facilitating the Use of Multiple Payment Systems," Sustainability, MDPI, vol. 13(9), pages 1-24, April.
    13. Lian, Jiunn-Woei & Li, Ji, 2021. "The dimensions of trust:An investigation of mobile payment services in Taiwan," Technology in Society, Elsevier, vol. 67(C).
    14. Dung Minh Nguyen & Yen-Ting Helena Chiu & Huy Duc Le, 2021. "Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development," Sustainability, MDPI, vol. 13(14), pages 1-24, July.
    15. Komlan Gbongli & Yongan Xu & Komi Mawugbe Amedjonekou & Levente Kovács, 2020. "Evaluation and Classification of Mobile Financial Services Sustainability Using Structural Equation Modeling and Multiple Criteria Decision-Making Methods," Sustainability, MDPI, vol. 12(4), pages 1-34, February.
    16. Hyun-Sun Ryu & Kwang Sun Ko, 2020. "Sustainable Development of Fintech: Focused on Uncertainty and Perceived Quality Issues," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    17. Amita Goyal Chin & Mark A. Harris & Robert Brookshire, 2022. "An Empirical Investigation of Intent to Adopt Mobile Payment Systems Using a Trust-based Extended Valence Framework," Information Systems Frontiers, Springer, vol. 24(1), pages 329-347, February.
    18. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.
    19. Song, Lianlian & Hu, Baixue & Mou, Jian, 2021. "Investigating consumer binge-watching behavior: A valence framework perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    20. Li, Jiayi & Luo, Sumei & Zhou, Guangyou, 2023. "Electronic payment, natural environment and household consumption: Evidence from China household finance survey," International Review of Financial Analysis, Elsevier, vol. 85(C).

    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:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-019-00354-x. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.