Factors Influencing The Consumers Adoption Of Online-To-Offline (O2O) : Empirical Evidence From UTAUT Model

Kek, Siok Bee (2017) Factors Influencing The Consumers Adoption Of Online-To-Offline (O2O) : Empirical Evidence From UTAUT Model. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this research is to study the factors influencing the consumer adoption of Online-To-Offline (O2O).O2O is an innovation of the e-commerce which integrated offline with online shopping.The consumer’s shopping experiences by using O2O platform will be different compare to the pure e-commerce and traditional shopping experiences.Therefore,this research is to study the factors influencing the consumer adoption of Online-To-Offline (O2O) and identify significantly factors influencing the consumer behavioural intention in O2O adoption.This research also analyse the moderating effect of consumer’s age and gender on O2O adoption.This research is explanatory research and by using quantitative methods through questionnaire survey among 252 respondents.The regression results showed that there was a significant relationship between the factors influencing the consumer adoption of O2O.Furthermore,the result shows that the Performance Expectancy (PE) is the most significant factor that influencing the consumer behavioural intention toward O2O adoption.This research also found that there are not a significant moderating effect of age and gender on the relationship between the factors influencing the consumer adoption of O2O.This study is important to theoretical implication and managerial implication in order to bring more insightful in the knowledge of O2O.

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