The Relationship Between Perceived O2O Service, Store Trust, and Loyalty: The Moderating Effects of Perceived Risk and Purchase Orientation

With the advancement of digital technologies and the proliferation of mobile environments, O2O (Online to Offline) services have emerged as a key strategic paradigm in the retail industry. Accordingly, this study aims to examine the structural relationships among perceived O2O service (perceived usefulness and perceived ease of use), store trust, and store loyalty in the context of tire O2O services, and to empirically test the moderating effects of perceived risk and purchase orientation (utilitarian vs. hedonic). The sample was limited to consumers who had experience using tire O2O services. A total of 282 valid responses collected through an online survey were analyzed using structural equation modeling with AMOS 25.0.<br/> The results are as follows. First, both perceived ease of use and perceived usefulness had significant positive effects on store trust. Second, store trust had a significant positive effect on store loyalty. Third, the moderating effect of perceived risk was confirmed, as significant differences were found between groups in the paths between perceived ease of use and store trust, as well as between perceived usefulness and store trust. Fourth, the moderating effect of purchase orientation was also supported, with significant group differences observed in both paths.<br/> This study contributes to the literature by integratively identifying the structural relationships among technology acceptance factors, store trust, and loyalty in the O2O service context and by empirically demonstrating the contingent roles of perceived risk and purchase orientation. The findings also suggest that O2O-based tire retailers need to develop differentiated trust-building strategies that consider consumer characteristics and risk perceptions.