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

christine Christine; So Yohanes Jimmy; Prio Utomo

doi:10.21512/tw.v26i1.12584

Authors

Christine Universitas Multimedia Nusantara
So Yohanes Jimmy Universitas Multimedia Nusantara
Prio Utomo Universitas Multimedia Nusantara

DOI:

https://doi.org/10.21512/tw.v26i1.12584

Keywords:

O2O purchase intention, physical experience, integration online offline information, perceived benefit, perceived risk

Abstract

Online-to-Offline (O2O) is a business model increasingly being developed and widely implemented by companies in Indonesia. Therefore, the research examines the factors influencing purchasing behavior in Indonesian O2O commerce through economic theories, namely Perceived Risk and Perceived Benefit. The research procedures were carried out using a quantitative approach, and the data obtained were analyzed with Partial Least Square Structural Equation Modeling. The sample data was selected using a purposive sampling method and collected through an online survey instrument from 248 millennial customers who had made O2O purchases. The results show that all exogenous variables had significant effects, except for Physical Experience, which did not significantly affect Perceived Risk. Meanwhile, Integration Online-to-Offline Information (IOOI) had the most significant impact on enhancing customer purchase intention. The results also showed that Perceived Benefits had a significant impact on customer purchase intention. This research offers a novel perspective by exploring how integrated customer behavior across digital and physical channels influenced purchasing decisions within the Indonesian context, where existing literature was limited. The results provide valuable insights for companies in formulating strategies to deliver effective physical experiences and IOOI. Companies should ensure that the information available across online and offline channels is complementary and consistent to maximize customer purchase intention.

Dimensions

Plum Analytics

Author Biographies

Christine, Universitas Multimedia Nusantara

Saat ini bekerja sebagai Senior System Analyst Finance Solution Technology pada salah satu kontraktor tambang di Indonesia dan sudah menyelesaikan study S2 MMT di Universitas Multimedia Nusantara.

Sebelumnya juga mengajar sebagai asisten dosen di Trisakti School of Management pada tahun 2006 -2009.

So Yohanes Jimmy, Universitas Multimedia Nusantara

Dr. So Yohanes Jimmy, S.T., M.M. menempuh pendidikan Sarjana Teknik di Universitas Kristen Satya Wacana, gelar Magister Manajemen dari Universitas Prasetiya Mulya dan gelar Doktor Manajemen Strategis dari Universitas Indonesia. Keahlian yang dimilikinya adalah bidang kompetensi Strategic Management dan Corporate and International Finance. Sebagai seorang wirausaha, Dr. Jimmy juga memiliki bisnis terkait penyediaan sarana transportasi bagi perusahaan minyak dan kelapa sawit di daerah Kalimantan.

Saat ini Dr. Jimmy mengajar mata kuliah Business Model Innovation dan New Venture Creation di Magister Manajemen Teknologi (MMT) Universitas Multimedia Nusantara.

Prio Utomo, Universitas Multimedia Nusantara

Dr. Prio Utomo, S.T., MPC mendapatkan gelar doktornya di bidang Manajemen dari Binus University Doctor of Research in Management (DRM) dengan konsentrasi Sustainability and Growth Strategy di tahun 2018, dan Magister Professional Computing dari University of Southern Queendsland serta Sarjana Teknik Elektro Universitas Trisakti dengan penjurusan Teknik Komputer. Minat mengajar dan penelitiannya meliputi business technology strategy, technology adoption, entrepreneurship.

Sebelum berkiprah di dunia Pendidikan secara penuh, Prio berkarya sebagai pelaku industry selama 25 tahun dan menempati beberapa posisi strategis di baik perusahaan teknologi multinational maupun regional seperti Cisco System, Hewlett-Packard, Compaq Computer dan Siemens, dengan pengalaman dibidang Market dan Business Development serta New Technology Adoption dengan berbagai prestasi yang membanggakan.

Beberapa pencapaian dari segi kompetensi industry, beliau memiliki sertifikasi Cisco Certified Internetworking Expert (CCIE #17431), CISSP, TOGAF 9 and COBIT.

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