Online-to-Offline (O2O) Commerce: Factors That Influence Consumers’ Offline Purchase Intention Through eWOM


Mohamad Ridza, Nurul Airin and Migin, Melissa Wendy and Hassan, Hasliza (2022) Online-to-Offline (O2O) Commerce: Factors That Influence Consumers’ Offline Purchase Intention Through eWOM. In: Postgraduate Social Science Colloquium 2022, 1 - 2 June 2022, Online.

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Background - Retailers in Malaysia are struggling to keep their offline stores operating because of the decline in foot traffic and increase in sales generated by online store. As a result, several offline stores were forced to close their doors forever. There have been mall closures in recent years due to a rise in retail supply and continued retail sector digital disruption. Purpose - Online-to-offline commerce (O2O commerce) will be examined as a possible solution to Malaysian retail's occupancy rate problem in the fashion sector (Savills, 2018). Design/methodology/approach - The model was developed based on the variables used in the UTAUT2 model and ELM. The model was tested with a sample of 301 millennial with an experience of researching and exploring product information online, and make the final purchase of products at the offline store. Purposive sampling technique were applied and respondent were selected from the Klang Valley area. Data collected were examined using the SPSS and SmartPLS. Findings/Expected Contributions - The findings shows that all the hypothesis were supported and all the factors identified in the study which are the PE, EE, SI, and HM does influence consumer offline purchase intention through eWOM. Nonetheless, eWOM as a mediator have shown to fully mediates both effort expectancy and social influence relationship towards the offline purchase intention, whereas eWOM partially mediates the relationship between both performance expectancy and hedonic motivation towards the offline purchase intention. Research limitations - There are a few limitations in the study such as the study focused on only millennial's, and in the context of fashion. For future research, it would be interesting to replicate the study using a wider demographic selection and applying it in a different context. Originality/value - The integration of eWOM into the theoretical framework.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: O2O commerce, Offline Purchase Intention, ELM, UTAUT2, eWOM
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 15 Aug 2022 02:03
Last Modified: 15 Aug 2022 02:09


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