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http://dx.doi.org/10.5805/SFTI.2018.20.6.645

Shopping Orientation Impacting Reuse Intention of O2O Services: Focusing on the Moderation of Impulse Buying Tendency  

Hahn, Jungwon (Fashion Merchandising Major, Kookmin University)
Lee, Eun-Jung (Dept. of Fashion Design, Kookmin University)
Publication Information
Fashion & Textile Research Journal / v.20, no.6, 2018 , pp. 645-655 More about this Journal
Abstract
Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attention. Although recently O2O service and O2O marketing get much attention, there is no much preceding research about the antecedents of mobile shopping of O2O market. The purpose of the study is to examine the effect of shopping orientation on intention to reuse O2O services and the moderating effect of impulse buying tendency. A total of 209 surveys were collected online in total for the data of the study. The key findings of this study are as follows: First, convenience seeking shopping orientation has a positive effect on the intention to reuse O2O service and brand seeking shopping orientation has, too. Second, impulse buying tendency positively moderated the relationship between hedonic seeking shopping orientation and intention to reuse O2O service, and negatively moderated sales seeking shopping orientation and intention to reuse O2O service. The results of this study presented some implications for operators at O2O service area. Research findings and study limitations are discussed.
Keywords
O2O service; shopping orientation; intention to reuse O2O service; impulse buying tendency;
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Times Cited By KSCI : 5  (Citation Analysis)
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