February 26, 2025The WinnersOpen Access

The Effect of Physical Experience and Integrated Information on Customer Purchase Behavior in Online-to-Offline Commerce

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Customer purchase intention is significantly impacted by integrated information across online and offline channels, enhancing sales strategies.
Among all factors examined, only physical experience did not significantly affect perceived risk in the context of O2O commerce.
The study utilized Partial Least Square Structural Equation Modeling to analyze data from 248 millennial customers who made O2O purchases.
Insights from this research suggest that companies should focus on delivering consistent information to maximize customer purchase intention.

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Quantitative analysis reveals physical experience and perceived benefits influence purchase intention in Indonesia.

Christine et al. (2025) studied this question.

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