From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing

Within the rapidly changing online sphere, the significance of online for offline (O4O) commerce platforms in directing consumer choices is evident. The purpose of this research is to examine the factors that influence consumer shopping motives within the context of O4O commerce. The value of this study lies in its enhancement of our understanding of how various factors within the O4O model impact consumer decision-making processes. This offers significant insights for businesses and marketers, enabling them to strategize more effectively for customer engagement and retention. The study analyzed a dataset of 272 consumers who were familiar with O4O platforms, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology, specifically conducted through the SmartPLS software program. The results revealed that effort expectancy has a connection with continuance intention but remains unrelated to shopping intention. In contrast, performance expectancy was influential in both continuance and shopping intentions. Social influence showed a strong relationship with continuance intention, yet lacked significance with shopping intention. Facilitating conditions primarily directed continuance intention, without influencing shopping intention. The study also validated the relationship between continuance intention and shopping intention, highlighting innovativeness as a key moderator in the bond between social influence and continuance intention. These insights offer valuable perspectives for industry professionals, elucidating factors that drive consumer interactions on O4O commerce platforms.