期刊論文
| 學年 | 112 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2024-04-08 |
| 作品名稱 | Influence of online to offline on a chain store: Two moderated mediation models investigation |
| 作品名稱（其他語言） | |
| 著者 | Shu-Hsien Liao; Da-Chian Hu; Hui-Ling Liu |
| 單位 | |
| 出版者 | |
| 著錄名稱、卷期、頁數 | SAGE Open 14(2), pp.1-14 |
| 摘要 | In the online to offline (O2O) model, online marketing and online purchases drive offline (non-Internet) operations and offline consumption. E-commerce must use more effective methods in combination with offline physical stores for consumers to obtain better online services. However, if there are positive effects from offline from customers on the re-purchase, it can generate a positive power return to online. In addition, could online to offline moves on a path that have either stronger or weaker influence of re-purchase on chain stores with customers’ electronic word-of-mouth and online involvement? To understand the influence of O2O on chain stores, this study investigates the relationships between chain store brand images, perceived value, customer satisfaction and re-purchase intention on offline considerations in a Taiwan telecom chain store (N = 1,602). The research results find that customer satisfaction plays a fully mediating role. In addition, electronic word-of-mouth and online involvement play two moderating roles on the relationships between chain store brand image, perceived value, customer satisfaction, and re-purchase intention respectively. Finally, theoretical and practical implications, conclusion, limitations and future research are presented. |
| 關鍵字 | |
| 語言 | en_US |
| ISSN | 2158-2440; 2158-2440 |
| 期刊性質 | 國外 |
| 收錄於 | SSCI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 否 |
| 國別 | USA |
| 公開徵稿 | |
| 出版型式 | ,電子版 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/127497 ) |