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2. Exploring the impact of interactivity on loyalty toward online-to-offline (O2O) services: A case of mobile taxi hailing application

Author

Sung-Byung Yang, Sae Bom Lee, and Yung Ho Suh

Subjects
Interactivity, Computer Networks and Communications, Computer science, media_common.quotation_subject, Loyalty, Advertising, Electrical and Electronic Engineering, Computer Science Applications, media_common
Abstract

Online to offline (O2O) is an emerging type of e-commerce strategy that draws customers from online channels to complete purchases in offline stores. It is based on mobile services and interactions...

Published
2021
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