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

Authors :: Sung-Byung Yang
Sae Bom Lee
Yung Ho Suh
Source :: International Journal of Mobile Communications. 19:1
Publication Year :: 2021
Publisher :: Inderscience Publishers, 2021.
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...

Subjects :: Interactivity
Computer Networks and Communications
Computer science
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Loyalty
Advertising
Electrical and Electronic Engineering
Computer Science Applications
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