Journal of Marketing Management

Experiential Value affects Purchase Intentions for Online-to-Offline Goods: Consumer Feedback as a Mediator
Chi-Hui Chiang

Abstract
This study explored consumers’ purchase intentions and feedback for online-to-offline (O2O) goods. We proposed an integrative theoretical model to test the relationships between experiential value, e-satisfaction, purchase intentions, and consumer feedback. Overall, 468 valid questionnaires were collected from consumers had purchase experience on the O2O stores. The results showed that the participants’ perceived that experiential value (consumer return on investment, service excellence, and aesthetic appeal) played a major role in their e-satisfaction. Especially, e-satisfaction and consumer feedback affected purchase intentions for O2O goods, with consumer feedback as a mediator. The study offers suggestions to help managers improve consumers’ purchase intentions on the O2O stores. Recommendations for future research are also provided.

Full Text: PDF     DOI: 10.15640/jmm.v6n2a2