Manuscript Number : GISRRJ21329

Factors Affects Clothing Buying Intention in Online to Offline Model (O2O)

Authors(6) :-V T Pham, Tran Thi Thuy Nguyen, Phan Thu Ha, Quach Thu Ha, Phuong Dieu Linh, Tran Thuy Linh

The purpose of this research is to examine the effects of 5 factors on buying intention of clothing in the online-to-offline (O2O) model. This model offers an innovative form for businesses to search and attract customers via online channels then drive them to brick-and-mortar stores for purchases. For this purpose, a conceptual model was developed based on the integration of the Engel Blackwell Miniard (EBM) and the Theory of Planned Behaviors (TPB). The five factors under investigation includes Online advertising, Electronic word-of-mouth (eWOM), Attitude, Subjective norms and Perceived behavioral control. An online survey was conducted and the data were analyzed using Exploratory Factor Analysis (EFA) and Multiple Regression model. The results reveal that Attitude (standardized coefficients 0.461), Subjective norms (standardized coefficients 0.212) and Perceived behavioral control (standardized coefficients 0.192), respectively, have the most significant effects while Online advertising and eWOM have no major impacts on O2O buying intention. Based on such findings, a number of recommendations for the government, businesses and customers while adopting the O2O model are offered.

Authors and Affiliations

V T Pham
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam
Tran Thi Thuy Nguyen
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam
Phan Thu Ha
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam
Quach Thu Ha
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam
Phuong Dieu Linh
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam
Tran Thuy Linh
P V Tuan, Associate Professor, Faculty of Marketing, National Economics University, Vietnam

Clothing, O2O, model, Online-to-offline, O2O buying intention

English document

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Publication Details

Published in : Volume 4 | Issue 2 | March-April 2021
Date of Publication : 2021-04-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 71-79
Manuscript Number : GISRRJ21329
Publisher : Technoscience Academy

ISSN : 2582-0095

Cite This Article :

V T Pham, Tran Thi Thuy Nguyen, Phan Thu Ha, Quach Thu Ha, Phuong Dieu Linh, Tran Thuy Linh, "Factors Affects Clothing Buying Intention in Online to Offline Model (O2O)", Gyanshauryam, International Scientific Refereed Research Journal (GISRRJ), ISSN : 2582-0095, Volume 4, Issue 2, pp.71-79, March-April.2021
URL : https://gisrrj.com/GISRRJ21329

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