Consumer behavior in online-to-offline (O2O) commerce: a thematic review

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Consumer behavior in online-to-offline (O2O) commerce: a thematic review

Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publi...

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Bibliographic Details
Main Authors:	Pinyi, Yao, Osman, Syuhaily, Sabri, Mohamad Fazli, Zainudin, Norzalina
Format:	Article
Published:	MDPI 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/100793/

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