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

Authors

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

Keywords:

O2O, Physical Experience, IOOI, Perceived Risk, Perceived Benefit

Abstract

Online-to-Offline (O2O) is a business model increasingly being developed and widely implemented by companies in Indonesia. Therefore, this study aims to examine the factors influencing purchasing behavior in Indonesian O2O commerce through economic theories, namely Perceived Risk and Perceived Benefit. The study 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 purchase. The results showed that all exogenous variables had significant effects, except for Physical Experience, which did not significantly affect Perceived Risk. Meanwhile, Integration Online-to-Offline (IOOI) had the most significant impact on enhancing customer purchase intention. The results also showed that Perceived Benefit had significant impact to customer purchase intention. This study offered 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 provided valuable insights for companies in formulating strategies to deliver effective physical experiences and IOOI. To maximize customer purchase intention, companies should ensure that the information available across online and offline channels is complementary and consistent.

Dimensions

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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Published

2025-02-26

How to Cite

Christine, christine, Jimmy, S. Y., & Utomo, P. (2025). The Effect of Physical Experience and Integrated Information on Customer Purchase Behavior in Online-to-Offline Commerce. Journal The Winners. Retrieved from https://journal.binus.ac.id/index.php/winners/article/view/12584

Issue

2025: Article in Press

Section

Digital Transformation from Marketing Perspective in Developing Countries

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Copyright (c) 2025 Christine, So Yohanes Jimmy, Prio Utomo

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