O2O Mode Research Articles

How to Retain My Consumers? Investigating Incumbents’ Promotional Strategies Upon New Business Entry in the Online-to-Offline Context

ABSTRACT The online-to-offline (O2O) business mode has on-demand features to offer consumers instant fulfillment from a local store upon their online order. The O2O mode has attracted many more consumers recently. Using empirical evidence from a leading O2O platform in China, our study focuses on the market entry issue in the O2O context. Upon the new entrant entering the market, existing listed sellers implement a higher overall promotion to their consumers by enlarging the direct promotion extent but reducing the other types of promotions, including coupon, bundle, quantity, and gift promotions. However, the O2O platforms reduce the promotions level to the consumer orders from the existing listed sellers. The platform’s and existing listed sellers’ promotions increase consumers’ purchase frequency but lower their purchase amount per order. The extent of these impacts depends on the geographic location of the new entrant. Our findings provide guidelines for the O2O platforms and listed providers to implement appropriate promotion strategies to attract consumers when considering the impact of certain new providers entering the O2O market.

The Influence of Customer Participation on Customer Behavior Intention under the O2O Mode of Fast Fashion Brands

The Influence of Customer Participation on Customer Behavior Intention under the O2O Mode of Fast Fashion Brands

Trends, Influence Factors, and Doctor-Patient Perspectives of Web-Based Visits for Thyroid Surgery Clinical Care: Cross-Sectional Study.

In recent years, the new generation of telecommunication technologies has profoundly changed the traditional medical industry. To alleviate the medical difficulties faced by patients with thyroid diseases, hospitals have opened web-based visits and actively combined online-to-offline outpatient services. This study aims to explore differences between office and web-based outpatient services from doctors' and patients' perspectives, illustrate the effect of the COVID-19 pandemic on outpatient services, and provide clues for improving the online-to-offline mode of care for patients with thyroid diseases. We collected the complete web-based and office outpatient records of the Thyroid Surgery Center of West China Hospital. A total of 300,884 completed patient encounters occurred (201,840 office visits and 99,044 web-based visits) from January 1, 2019, to May 31, 2022. We performed logistic regression to evaluate the association between the chosen visit type and patients' sociodemographic characteristics. The number of web-based visits rapidly increased since March 2020 and reached 45.1% (4752/10,531) of all encounters in December 2021. The COVID-19 pandemic dramatically accelerated the development of web-based visits. Web-based visits were preferred by patients 18-45 years old (odds ratio [OR] 2.043, 95% CI 1.635-2.552, P<.001), patients with relatively high-paying jobs (technical staff: OR 1.278, 95% CI 1.088-1.479, P=.003; office clerk: OR 1.25, 95% CI 1.07-1.461, P=.005; national public servant: OR:1.248, 95% CI 1.042-1.494, P=.02), and patients living in Sichuan Province (excluding Chengdu; OR 1.167, 95% CI 1.107-1.23, P<.001). The medicine cost (P<.001) and examination cost (P<.001) of office visits were significantly higher than those of web-based visits. Web-based outpatient visits have increased rapidly in recent years, and the COVID-19 pandemic has boosted their development. The preference for web-based visits was influenced by the socioeconomic and demographic characteristics of both patients and doctors.

Current Situation and Countermeasures of the Catering Distribution Industry under the O2O Mode

With the help of Internet technology, the catering industry has formed a variety of new marketing modes, which overturned the original catering mode to a large extent. Therefor, the enterprises can choose more effective distribution methods to promote the development of the catering distribution industry. In this context, this work studied the current situation of the catering distribution industry under the O2O mode, analyzed the development situation of the catering O2O market and the catering distribution O2O mode, and articulated the current application situation of the O2O mode in the catering distribution industry. Also, this work analyzed the problems existing in the O2O mode in the catering distribution industry, including the potential risks of food products due to insufficient market supervision, non-standard food distribution and improper handling of after-sales problems. To address the problems, we put forward associated solutions to improve the management system by strictly implementing the catering distribution service standards and building an intelligent system to form a take-out distribution O2O closed loop. This study is expected to provide a guarantee for the sustainable development of the catering industry.

Research on the Emission Reduction Decision of Cost-Sharing Logistics Service Supply Chain in the O2O Model

As an effective way to realize energy savings and environmental protection, cost sharing is gradually becoming an important measure to reduce emissions in the logistics service supply chain under O2O mode in recent years. How to conduct contract selection and design optimization under the cost-sharing situation, and then improve the operational efficiency of the logistics service supply chain is an important issue that needs to be addressed. Firstly, based on the initial market demand for logistics, this paper involves the influence of both online logistics service integrators and onsite functional logistics service providers on logistics market demand in terms of emission reduction and platform brand image and develops a model based on the logistics service demand function in the O2O mode. Secondly, for the role of online and onsite emission reduction services in multi-cycle continuous cooperation to enhance the platform integrator’s brand image, a cost-sharing differential game model between online and onsite services is developed to facilitate providers’ adoption of high-quality emission reduction services. Finally, the HJB equation is used to compare the non-cooperative Nash game, the cost-sharing Stackelberg game, and the cooperative game to make the optimal abatement decision, the optimal benefit, and the cost-sharing ratio of the abatement service supply chain in the non-cooperative Nash game, the cost-sharing Stackelberg game, and the cooperative game. By comparing the results of the three games, we find that the optimal onsite and online abatement service decision is related to the cost, marginal revenue, and the impact of the service on demand; the abatement cost-sharing contract and cooperation are both better than the non-cooperative independent decision state, which can effectively guide the provision of high-quality onsite abatement service and improve the revenue of both parties involved in the logistics service supply chain and the total system’s revenue in the O2O mode. Compared with the cooperative game model, the cost-sharing contract can more effectively facilitate close cooperation between the actors, and the relationship between onsite and online marginal revenue affects the improvement of both parties’ revenue. The findings of the study can provide useful managerial insights for the selection and design optimization of abatement contracts for logistics service supply chains considering cost-sharing via the O2O model.

Remote English Teaching Resource Sharing Based on Internet O2O Model

Aiming at the problems of low success rate, delay, and high communication cost in distance English teaching resource sharing, this paper puts forward a method of distance English teaching resource sharing based on Internet O2O mode. Based on the model of distance English teaching resource sharing, this paper designs four processes: query, reply, resource substitution, and resource sharing optimization. Experimental results show that the proposed method can achieve high success rate of resource sharing, low latency, communication cost, and high transmission efficiency. Therefore, it is an effective method.

A study on the construction of O2O teaching system of college English cross-cultural knowledge based on MOOC artificial intelligence

In this paper, MOOC-based O2O Teaching System for college English cross - cultural knowledge is introduced to improve the 3P model of traditional English teaching through data analysis of the combined and optimized fitness function and social evolution operator. First, through analyzing and summarizing a large number of domestic and foreign literatures and research results, the construction scheme of MOOC-based O2O Teaching System for college English cross-cultural knowledge was established. Moreover, this paper studies the construction mode of MOOC-based O2O Teaching System for college English cross-cultural knowledge and finally establishes the teaching system, and concludes that colleges and universities should pay attention to the cultural difference in English learning, and emphasis on the cultivation of college student cross-cultural knowledge. The specific path is online education combined with offline education for common development, thereby enhancing college students’ English learning ability and practical ability. To sum up, in college English teaching, we should pay attention to the education of English cross-cultural knowledge, O2O mode for cross-cultural knowledge can be used to combine 3P teaching mode and online education mode in MOOC environment, promoting innovation and development of educational methods under the guidance of the constructivism, so as to improve students’ English proficiency.

Incentive Model of Carbon Emission Trading for Online Shopping Supply Chains Based on O2O Mode

To address the problem of low-carbon operation enthusiasm of Online shopping supply chains based on O2O mode, first, the carbon emission model of supply chain members is constructed by the adjusting cost and production functions, and the corresponding incentive model is constructed according to the carbon emission trading system. Second, the incentive model is solved and analyzed based on the optimal emission reduction cost and the optimal carbon emission incentive. Finally, optimal control theory is used to analyze the dynamic optimization of the model. The result shows that with the improvement of anastomosis in Online and offline operations, the emission reduction cost is reduced. Supply chain members need to reduce carbon emissions only when their business scale is more than a certain amount. The cost of emission reduction for supply chain members is a concave function of the cost for its operation equipment or the correct emission price.

Study of Eco-evolution Path of Home Textile Industry under the Background of Internet Plus

Under the background of “Internet+”, home textile industry witnesses the revolutionary stages of value creation, value realization and value transmission. During the revolution, the industrial value chain has been reset, all-media transmission, C2B mass customization, O2O mode and collaborative creation of intelligent value, and other innovative development paths have emerged. Through the study of the eco-evolution path of home-textile industry, the current paper explores how traditional home-textile enterprises upgrade themselves properly in the Internet era, which can provide references to other traditional enterprises in need of upgrading and development.

The design of medical IoT operation information platform using reactive algorithm and e-commerce O2O mode

To apply the internet of things (IoT) to the medical operation system of the new era under the e-commerce online to offline (O2O) mode to realize the intelligent management of medical operation, first, the theoretical basis of the medical e-commerce O2O mode is put forward. First, the theoretical basis of O2O mode of medical e-commerce is proposed, and the reactive algorithm in a cloud computing environment is proposed. Based on the reactive algorithm, the medical IoT operation information platform is designed, including technical framework, development platform and operating framework; then, the database is designed, including user information management database, online registration database, parallel diagnosis service database, and electronic medical record database; the local area network (LAN) is used to realize the basic medical services under the management of the IoT by means of online registration simulation; the performance of the platform is tested, and the test index is the concurrent connection number. The proposed platform is applied to three different hospitals (H, R and K). June 2019 and August 2019 are taken as two-time nodes before and after the use of the proposed platform in three hospitals, and the relevant income of each hospital is counted. The results show that under the premise that the amount of resource increase is 60, and the concurrent connection number is 60, it is necessary to wait for 8 s before the system starts to increase the number of connections (resources), indicating that the threshold exerts a great effect on the algorithm. Meanwhile, the reactive algorithm cannot maintain the same rate. It will cause a slight stagnation according to the load state of the system. The total income of H and K hospitals decreases after using the proposed medical IoT operation information platform. However, the medical income and drug income increase, the ratio of drug income to total income increases significantly, and the proportion of K hospital increases about 0.3. The conclusion is that under the medical e-commerce O2O mode, the reactive algorithm proposed can be applied to the design of the medical IoT operation information platform, and the actual performance of the platform meets the expected results.

B2C cross-border E-commerce logistics mode selection considering product returns

Long delivery lead times and costly transportation postage are significant characteristics of B2C cross-border e-commerce and logistics. They engender preference inconsistencies and reversals in customers, which can lead to product returns. The aim of this study is to enable retailers to select the optimal cross-border logistics mode that fulfils their marketing strategies while taking product returns into consideration. We propose a novel way to describe customer utility by incorporating customer time preferences, and construct three cross-border logistics models. The theoretical and numerical analyses indicate that, if retailers want to eliminate or reduce their product return rates, they can adjust their delivery lead times in each logistics mode under various product procurement and sales prices, commodity tariffs, international and domestic postage and operating costs. In particular, the O2O mode is always a better option for retailers than the O2D mode, and under certain conditions, the D2D mode is better for retailers than the O2O mode. To increase market demand, the O2O mode is optimal for retailers selling high-priced products, while the O2D mode is optimal for retailers selling low-priced products. This study also provides suggestions for overseas manufacturers. These findings are applicable to B2C cross-border e-commerce, cross-border logistics, and overseas production.

Consignment supply chain cooperation for complementary products under online to offline business mode

The purpose of this paper is to explore the cooperation issues in a consignment supply chain with complementary products under Online to Offline Business Mode (O2O mode). The centralized, decentralized and cooperative game-theoretic decision models are developed, analyzed and compared for a generic consignment supply chain with complementary products under O2O mode. Similar models are also developed for that under pure online- and offline-channel modes for comparison purpose. The corresponding numerical and sensitivity analyses are conducted to validate the analytical findings and derive managerial insights. It is found that the cooperative strategy always creates many more profits for the supply chain by setting a much lower retail price and generating much more demands than those of the decentralized strategies. The best supply chain strategy for a consignment supply chain with complementary products sold through both online and offline channels is identified as the cooperative strategy. An extensive sensitivity analysis of seven key parameters on an O2O cooperative decision model has derived several insightful findings for the O2O consignment supply chain practitioners with complementary products. These managerial insights will facilitate better decision-making for the O2O retailers and their complementary suppliers. Since the cooperation of a consignment supply chain under O2O mode with complementary products is a fresh research domain, there are more research issues to be explored.

The value of offline channel subsidy in bricks and clicks: an O2O supply chain coordination perspective

This paper aims to explore a rarely studied mutual promotional effects, operational strategies and cross-channel subsidy policies in a two-stage/two-player online-to-offline (O2O) supply chain. The centralized, decentralized and coordination decision models are developed, analyzed and compared for O2O mode without offline subsidy, O2O mode with offline subsidy and the pure online/offline channel mode. The revenue sharing contract (RSC) and two-part tariff contract (TTC) with Nash bargaining game are incorporated into the coordination models as the coordinating mechanisms. The numerical and sensitivity analyses based on an industry representative product (a popular smart phone product) are conducted and the corresponding results are compared to derive managerial insights and practice implications. The key findings show that a coordination strategy with offline subsidy can create the highest value to a two-player O2O supply chain and its members. As far as whether RSC or TTC coordinating mechanism should be undertaken, it depends on the risk-taking attitude and the relative power of both players in the supply chain. With a focus on the O2O supply chain strategy exploration, this study amends the literature shortage problem and broaden the much-needed knowledgebase in the O2O supply chain coordination studies.

Comparisons of sales modes for a fresh product supply chain with freshness-keeping effort

This paper develops a supplier-retailer fresh product supply chain under three sales modes: retail mode, dual-channel mode, and O2O (Online-to-Offline) mode. For each mode, the optimal pricing and freshness-keeping decisions are investigated. It is shown that, in decentralized systems, the dual-channel mode could outperform the O2O mode for the supplier, while the retailer prefers O2O mode to retail mode and dual-channel mode. Under coordination, the O2O mode brings the highest supply chain profit; for consumer surplus, the dual-channel mode is not always better than the retail mode, but is always inferior to the O2O mode.

Bi-level Optimization Model of O2O Fresh Product Experience Store Location Considering Service Quality

As the combination of online and offline channels in O2O mode, the O2O fresh product experience store is responsible for dual functions of delivery and retail. Reasonable location layout of O2O fresh product experience stores can effectively improve distribution efficiency and market share. This paper constructs a comprehensive service quality function from the perspective of online and offline and uses it as the basis for customer distribution. At the same time, this paper constructs a bi-level programming model considering the interdependence and interaction of decision-making between enterprises and consumers. The upper-level model aims at the minimum total cost and the maximum total served demand of the enterprise. The lower-level model aims at the maximum comprehensive service quality of the consumer. Then the NSGA-Ⅱ algorithm is adopted to solve this model. Finally, the non-dominated solutions under different parameters are analyzed and discussed, and corresponding management inspirations are proposed.

Research on Consumers' Attitudes in China about Using Online-to-Offline Mode for Purchasing Wooden Furniture

Abstract The online-to-offline (O2O) business mode, designed to attract online shoppers to participate in in-person retail consumption, is rapidly emerging in popularity in China, and having a significant impact on traditional manufacturing. Taking the wooden furniture industry as a case study, this research surveyed consumers' attitudes toward using the O2O mode for wooden furniture shopping. Respondents were asked to rate their online and in-store experiences and attitudes about wooden furniture shopping via the O2O mode. On the basis of data processing of questionnaires, this study established hypotheses and conducted hypothesis testing by one-way analysis of variance and regression analysis. Results of this research indicated that Chinese consumers' attitudes about using the O2O mode for wooden furniture shopping were significantly affected by the region/city tiers in which the respondents resided. Consumers' attitudes in all regions were affected by subjective perceptions, the reputation and security of the Internet platform, and the quality of enterprise services. Specifically, those who live in tier 1 cities (most economically developed cities, e.g., Beijing, Tianjin) are more concerned about their shopping environment, whereas those who live in tier 3 cities (less economically developed cities) are more concerned about the Internet platform's service and promotions. Tier 2 cities (large cities that may be provincial capitals) are more concerned about convenience of online shopping and environment of the offline store. The results of this study could help enable business managers to develop appropriate marketing strategies for O2O wooden furniture shopping and provide reference for the transformation of business mode of wooden furniture manufacturing enterprises.

Cooperation and competition between online travel agencies and hotels

With the advent of O2O (online to offline) mode, Online Travel Agency (OTA) websites help to introduce new customers to hotels. However, since OTAs charge a hefty commission, hotel managers hope returning customers can book future visits from hotel websites instead of OTA websites. The study is to investigate how OTAs and hotels cooperate and compete with each other at the same time in the multichannel environments. The results show that OTAs can attract new and returning customers by website service quality while hotels can attract returning customers by perceived value. On the other hand, OTA website service quality has a negative effect on intention to rebook via hotel websites and the intention to rebook via OTA and hotel websites indeed have a negative relationship. Thus, the two channels compete with each other for customers' future visits.

The Mapping of On-Line Learning to Flipped Classroom: Small Private Online Course

This study uses an integrated pedagogical tool for knowledge learning as an on-line tool for flipped classroom activities and as an off-line capability training tool. Theoretically, the Experiential Learning Cycle (ELC) plays a critical role in promoting students learning effectiveness and performance. However, a dearth of research has applied M-learning and flipped classroom in combination with the ELC stages such as concrete experience, reflective observation, abstract conceptualization, and active experimentation to examine the knowledge and ability learning outcomes for students. This study integrates the On line to Off line (O2O) classroom development and usage derived from the four stages of ELC based on on-line knowledge learning and off-line ability training in Microeconomics courses. The results revealed significant improvements in students learning outcomes after O2O mode was implemented. In comparison with traditional teaching methods, not only does O2O teaching significantly improve the students’ learning result of professional knowledge, but O2O teaching also significantly enhanced the capabilities of the students. Furthermore, this study reports the findings from major activities of each ELC stage in O2O classroom practice along with the mapping of on-line learning and off-line training included in the aforementioned stages. Finally, the study provides pedagogical implications and future research directions.

Electric Current Situation of the Development of Research on Agricultural Products O2O Mode

In the increasingly mature agricultural products in the field of electricity, a new type of O2O model will become the inevitable development trend of China’s future agricultural electricity. Produce electricity O2O mode to improve sales, improve the management benefit, and promote the development of the stores, but there is also a weak infrastructure, backward logistics technology, the supply of goods is not stable and the difficulty of quality control, problem, should from the strong support from the government, to optimize raw cold chain logistics technology and equipment, establish and improve the agricultural product quality traceability system, etc., to promote agricultural development of electricity.

Logistics Distribution Optimization of Self-Ordering Platform Catering Enterprises for O2O

Based on O2O theory and O2O model, this paper analyzes on logistics distribution situation of catering enterprises on the self ordering platform and find out the existing problems. This paper also put forward some suggestions on the catering enterprises in the O2O mode of logistics distribution: with the help of the third party logistics to build new logistics mode of catering enterprises, implementation of distribution service system catering logistics standardization, strengthen the construction of logistics information system, improve the catering logistics laws and regulations, etc.