Online-to-Offline (O2O) Commerce in Emerging Markets: Analysis of the Retail Sector

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2021-10-02 DOI:10.1080/10599231.2021.1983501

Soniya Gupta, A. Jeyaraj

引用次数: 0

Abstract

ABSTRACT The growing digital footprint in emerging markets has bolstered the demand for quality and real-time customer experience through multiple retail platforms. Retail markets in emerging economies are increasingly experimenting with Online-to-Offline (O2O) commerce. This study aims at identifying various factors influencing the adoption and success of O2O business models in emerging markets. A strategic TOPICS framework is proposed to determine and evaluate the multi-dimensional factors that impact O2O retailers. This paper provides insights for potential e-commerce retailers in emerging markets diversifying into O2O commerce. The conclusion offers insights that could help redefine the future of O2O commerce in emerging markets.

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新兴市场的线上到线下(O2O)商务:零售业分析

新兴市场不断增长的数字足迹推动了通过多个零售平台对高质量和实时客户体验的需求。新兴经济体的零售市场正越来越多地尝试线上到线下(O2O)商务。本研究旨在找出影响O2O商业模式在新兴市场采用和成功的各种因素。提出了一个战略主题框架来确定和评估影响O2O零售商的多维因素。本文为新兴市场中潜在的电子商务零售商多元化进入O2O商务提供了见解。这一结论提供了一些见解，可以帮助重新定义新兴市场O2O商务的未来。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.