What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers?

What induces online loyalty? Online versus offline brand images☆

a r t i c l e i n f o This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image) × 2 (online performance) between-su...

Garment Recommendations for Online and Offline Consumers

Recommender Systems have obvious influence in environments where data size exceeds the capabilities of any user to fully explore the available choices in the store (physical or on-line). Many algorithms and techniques have been used to help recommending useful and interesting items to users. If the user is unidentified, the process is even harder as there are no historical or other data to use ...

A Comparison of Online and Offline Consumer Brand Loyalty

In this study we compare consumer brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery product categories. The online purchase data come from a large traditional grocery retailer that also operates an online store for its products. The offline data corresponds to the exact same brands and categories bought in traditional stores by a panel of homes oper...

Consumer Loyalty to an Airline : Online and Offline Antecedents

The purpose of this chapter is to analyze the loyalty of airline users in both online and offline environments, and the influence exercised by the virtual environment on overall loyalty to an airline company. An empirical study was carried out, with a total of 1710 personal interviews with users of different airline companies. In the analysis of the data, structural equations models were used, ...

Internet Shopping: Perceptions of Offline and Online Consumers