CONSUMER BEHAVIOR IN ONLINE-TO-OFFLINE (O2O) COMMERCE: INSIGHTS AND TRENDS

This study examines consumer behavior in Online-to-Offline (O2O) marketing strategies. As digital platforms grow, businesses face the challenge of understanding how online interactions affect offline purchases. The main goal is to explore how digital touchpoints influence consumer behavior and how integrating online and offline channels can boost customer loyalty and sales. To achieve this, the research uses a mixed-methods approach, combining quantitative surveys and qualitative interviews to collect data from a diverse group of consumers. The findings show that digital touchpoints—like social media interactions, online reviews, and personalized emails—significantly affect offline purchasing decisions. Additionally, factors such as digital literacy and trust in online information are crucial in shaping these behaviors. The results highlight the importance of creating a seamless omnichannel experience to effectively engage consumers and build brand loyalty. The implications of this research are twofold: it enriches existing literature by enhancing our understanding of the O2O relationship and offers practical insights for businesses. Companies are encouraged to develop tailored strategies that consider varying levels of digital literacy among consumers. Future research should examine these dynamics in different cultural and regional contexts to improve the findings' generalizability. Overall, this study emphasizes the growing importance of online interactions in influencing offline consumer behavior and provides valuable guidance for businesses navigating the O2O landscape.