Consumer behavior in online-to-offline (O2O) commerce: a thematic review
Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publi...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
MDPI
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/100793/ https://www.mdpi.com/2071-1050/14/13/7842 |
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| Institution: | Universiti Putra Malaysia |