Impact of Economic Value in the O2O Distribution Channel on Brand Attractiveness and Performance

• 영문명: Impact of Economic Value in the O2O Distribution Channel on Brand Attractiveness and Performance
• 발행기관: 한국유통과학회
• 저자명: Seok-Beom CHOI Hye-Young JOO Hokey MIN Qaiser Farooq DAR Young-Hyo AHN
• 간행물 정보: 『유통과학연구(JDS)』제21권 제2호, 7~20쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

목차

1. Introduction

2. Theoretical Background

3. Research Methods and Materials

4. Data Analysis and Results

5. Discussion and Implication

6. Conclusion

References

키워드

Online-to-offline Distribution Channel Economic Value Brand Identity Attractiveness Reuse Intention Structural Equation Modeling