Factors Affecting Consumer Behavior in Omni-Channel Marketing of the Fitness Industry

Lung-Yu Li, Long-Yuan Lee

OAI: oai:igi-global.com:306244 • DOI: 10.4018/JCIT.306244

The Online to offline (O2O) model has been used as an important strategy for marketers to rethink their Omni-Channel marketing recently. Perceived factors have been studied to investigate the factors that really influence consumers’ attitudes towards channel adoption and their behavioral intentions. This study aimed to explore the relationship between the various dimensions of the O2O marketing model. The research model was conducted to test data collected from the survey questionnaires on 303 subjects. Two key factors of the O2O model, namely searching experience and purchasing experience, were believed to have a significant impact on consumers’ behavioral intentions for channel adoption. The findings of this study could verify the factors that influence the determinants of consumer adoption of O2O channels. The results could strengthen body of literature and provide fitness marketers with further insights into O2O strategy formulation.