Influence of Online to Offline on a Chain Store: Two Moderated Mediation Models Investigation
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 po...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2024-04-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440241240812 |