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Factors Influencing the Adoption of Online-to-Offline E-commerce Models by Rural Residents in Shanghai Gaohang Town
Author(s)
Yang, Jie
Date Issued
January 1, 2025
Type
Article
Abstract
This study examines the factors influencing the adoption of Online-to-Offline (O2O) e-commerce in Gaohang Town through a multiple linear regression analysis. Data was collected from a sample of 385 respondents using convenience sampling and a survey with a structured questionnaire. The results reveal that education, online platform experience, logistics services, and after-sales service are significant predictors of O2O e-commerce adoption. Education (B = 0.084, Beta = 0.097, p = .000), online platform experience (B = 0.158, Beta = 0.160, p = .001), logistics services (B = 0.296, Beta = 0.301, p = .000), and after-sales service (B = 0.304, Beta = 0.296, p = .000) all positively influence adoption rates. The mediating effect analysis indicates that online platform experience mediates the relationships between logistics services and after-sales services and O2O e-commerce adoption, with estimates of 0.061 and 0.079, respectively (p < .01). The model explains 78.8% of the variance in adoption (R-square = 0.788), confirming its robustness. The findings suggest that improving user interface design, logistics operations, and after-sales support, along with increasing digital literacy, can significantly boost O2O e-commerce adoption. This study contributes to the theoretical understanding of O2O e-commerce adoption and offers practical implications for businesses and policymakers. Future research directions include longitudinal studies, exploring emerging technologies, behavioral and psychological factors, cross-cultural comparisons, and the impact of policy and regulation.
Citation
Review of Integrative Business and Economics Research, 14(2), 660-673, 2025