Defining online to offline (O2O)
A systematic approach to defining an emerging business model
Bibliographic Data
| ID | 12420698 |
|---|---|
| Authors | Philip Tin Yun Lee (0000-0002-8749-8141, University of Hong Kong, corresponding author), E Feiyu (University of Hong Kong), Feiyu E, Michael Chau (0000-0003-4579-4329, University of Hong Kong) |
| Year | 2022 |
| Volume | 32 |
| Issue | 5 |
| Pages | 1453-1495 |
| Publication date | 2022-07-18 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/intr-10-2020-0563 |
| OpenAlex | W4285726114 |
| Language | EN |
| Citations received | 7 |
| References cited | 103 |
Purpose A new business model online to offline (O2O) has emerged in recent years. Similar to many new models at an early stage, O2O has inconsistent definitions which not only inhibit its adoption but also poorly differentiate O2O from other existing business models. To resolve the two issues, the authors propose an approach of definition development. Design/methodology/approach To show the usefulness of the approach, the authors demonstrate the differences among O2O and other business models with the use of the distinctive definition and thereby evaluate adoption of O2O from a practical perspective and identify research directions from a theoretical perspective based on the differences. Findings The authors' proposed approach of definition development integrates the work of Tatarkiewicz (1980) and Nickerson et al. (2013). The approach generates a distinctive definition of O2O with important analytical dimensions which help decision-making of adoption of O2O. Originality/value The paper aims to make several contributions. First, on theoretical contribution, the authors confine the scope of O2O studies and facilitate accumulation of more coherent knowledge of O2O. The authors help O2O evolve from a “buzz word” of successful stories in real businesses to a more serious concept from an academic perspective. Second, from a practical perspective, the authors' definition provides business executives with critical evaluative dimensions for gauging the adoption of O2O. Lastly, from a methodological perspective, the proposed approach can be used in future to define an emerging concept in real life businesses
Data science · Knowledge management · Management science · Marketing buzz · Online and offline · Originality · Perspective (graphical · Qualitative research · Scope (computer science · Sociology · Value (mathematics · World Wide Web · Computer Science · Consumer Market Behavior and Pricing · Consumer Retail Behavior Studies · Digital Platforms and Economics · Artificial Intelligence
Retracted Article
Dual impact of information technology and dining environment
Virtual reality in transportation and logistics
Marginal willingness to pay for Urban service diversity in 15-Minute community life circle
Customer satisfaction in online-to-offline commerce
Why retail firms commonly get only halfway through channel integration with online channels
Antecedent and consequence of using O2O delivery applications
Creativity
From Multi-Channel Retailing to Omni-Channel Retailing
Towards an integrated crowdsourcing definition
The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions
Differences in perceptions about food delivery apps between single-person and multi-person households
Understanding Customer Experience Throughout the Customer Journey
The information quality and source credibility matter in customers’ evaluation toward food O2O commerce
Customer Experience Creation
Ongoing Trust and Tourism O2O Platform Continuance
Collaboration on Social Network Sites
Preaching to the choir
Impact of O2O platform multihoming and vertical integration on performance of local service firms – a quantile regression approach
Integration of online and offline channels
Spillover effects from web to mobile payment services
Public transport or E-bike taxis
Social Connectivity in America
Self-Naming Practices on the Internet
| Unique citing works | 7 |
|---|---|
| Citations per year | 2,33 |
| Citation span | 2023 - 2026 (4) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 7 |