This study explores consumers’ offline-to-online repurchase intentions. The offline-to-online model captures consumers who experience and understand product features at a sales or physical location before making purchases on an e-commerce platform or through a live streaming platform. Bathroom water hardware products have unique qualities, and consumers often prefer to make a purchase after experiencing them in person. The research participants comprised consumers who attended the physical special sale organized by the Water Hardware Association in Taiwan or visited the physical stores of bathroom companies. Subsequently, these consumers purchased bathroom water hardware products through e-commerce platforms or via Facebook live streaming provided by the Water Hardware Association or the companies. Our analysis of 107 consumers regarding bathroom water hardware products within the offline-to-online model reveals that quality, price, epistemic, online conditional, and offline conditional values positively influence the offline-to-online repurchase intention. Financial and privacy risks show no impact on offline-to-online repurchase intention, nor do electronic word of mouth. However, physical experience has a positive impact on consumers’ offline-to-online repurchase intention.

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Product Repurchase Decision in the Offline-to-Online Business Model: A Mental Accounting Theory Perspective

  • Hui-Min Lai,
  • Pi-Jung Hsieh

摘要

This study explores consumers’ offline-to-online repurchase intentions. The offline-to-online model captures consumers who experience and understand product features at a sales or physical location before making purchases on an e-commerce platform or through a live streaming platform. Bathroom water hardware products have unique qualities, and consumers often prefer to make a purchase after experiencing them in person. The research participants comprised consumers who attended the physical special sale organized by the Water Hardware Association in Taiwan or visited the physical stores of bathroom companies. Subsequently, these consumers purchased bathroom water hardware products through e-commerce platforms or via Facebook live streaming provided by the Water Hardware Association or the companies. Our analysis of 107 consumers regarding bathroom water hardware products within the offline-to-online model reveals that quality, price, epistemic, online conditional, and offline conditional values positively influence the offline-to-online repurchase intention. Financial and privacy risks show no impact on offline-to-online repurchase intention, nor do electronic word of mouth. However, physical experience has a positive impact on consumers’ offline-to-online repurchase intention.