Offline-to-online and online-to-offline (a reciprocal O2O model): re-patronage in an omni-channel

• Published in: International journal of retail & distribution management Vol. 52; no. 3; pp. 341 - 354
• Main Authors: Liao, Shu-Hsien, Hu, Da-Chian, Liu, Hui-Ling
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 15.03.2024; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Business models; Cellular telephones; Collective bargaining; Consumers; Cooperation; Customer satisfaction; Customer services; Digital marketing; Electronic commerce; Hypotheses; Internet access; Online advertising; Pandemics; Patronage; Product development; Retail stores; Shopping; Taiwan; Online rating; Offline to online; Moderated mediation model; Customer satisfaction; Store image; Re-patronize intention; Online involvement; Omni-channel; Online to offline; Channel brand trust
• ISSN: 0959-0552; 1758-6690
• DOI: 10.1108/IJRDM-06-2023-0420

PurposeAn omni-channel is a retailing strategy that the behavior of companies adopts many retail channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking both online and offline. This leads to several research questions of retailing omni-channel in this study. First, do channel brand trust (CBT) and store image (SI) affect re-patronage intentions through customer satisfaction (CS)? Second, regarding online rating (OR) and online involvement (OI), will CS be determined by consumer perception as well as the relevance of those attributes to the customer's re-patronage intentions? Third, do OR and OI have a role in exploring the moderating effect in the research model? Fourth, if there are positive effects from this relationship, it can generate a positive power return online. In addition, online-to-offline moves on a path for case firm omni-channel with customers' OR and OI with a reciprocal positive influence.Design/methodology/approachThis study aims to investigate the relationship between CBT, SI, CS and re-patronize intention in an omni-channel. By using structural equation models (SEMs), this study aims to investigate offline-to-online and online-to-offline re-patronizing in the Taiwan Chunghwa Telecom (CHT) omni-channel (N = 1,642). Two moderated mediation models are investigated in this study.FindingsThis study first found that CBT and CS use SI to influence re-patronize intention in the omni-channel. SI plays a mediating role in this process; OR and OI influence the relationships of CBT, CS and re-patronize intention with two moderating roles.Originality/valueThis study first found that there is a reciprocal way with two paths in an omni-channel, starting with offline-to-online, in terms of confirming the relationship of CBT, CS and re-patronize intention in an omni-channel. There are positive effects from this relationship, and it can generate a positive power return online. In addition, we found that online-to-offline moves on a path that has a stronger influence of re-patronize intention for omni-channel with customers' OR and OI.