Abstract
Online-to-offline (O2O) e-commerce is growing strongly, prompting this research interest in what drives its success and what leads consumers to engage in O2O switching in networked omnichannel businesses. The proposed O2O-specific business analytics, the combination of text mining and decision-tree modeling, indicated that the top five success factors for omnichannel retailing were sound information-technology strategy; the high quality of the omnichannel platform itself; the availability of a ‘click and collect’ service; cooperation or acquisition; and effective loyalty programs. The paramount O2O switch determinants, meanwhile, were identified as lead time and price. A competitive edge in omnichannel retailing can be gained via stakeholder collaboration that generates valuable resources supports the researchers’ view that the resource-based view theory and stakeholder theory are complementary in this field. Moreover, the findings also shed light on how COVID-19 has influenced retailing networked business.
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Acknowledgments
This work is supported by National Science and Technology Council, Taiwan, R.O.C under grants MOST 110-2410-H-035-027 and MOST 111-2410-H-035-025. Thoughtful comments and suggestions for the improvement of this manuscript by the Editor-in-Chief, Sang M. Lee, and the anonymous reviewers are gratefully acknowledged.
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Wu, PJ. O2O switching determinants and successful drivers in omnichannel retailing services. Serv Bus 17, 771–788 (2023). https://doi.org/10.1007/s11628-023-00540-0
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DOI: https://doi.org/10.1007/s11628-023-00540-0