Phyto remediation

ARTICLE
https://doi.org/10.1057/s41599-024-02723-0 OPEN
From storefront to screen: an in-depth analysis of
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the dynamics of online for offline retailing
1 2✉
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Hyeon Jo & Youngsok Bang
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Within the rapidly changing online sphere, the significance of online for offline (O4O)
commerce platforms in directing consumer choices is evident. The purpose of this research is
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to examine the factors that influence consumer shopping motives within the context of O4O
commerce. The value of this study lies in its enhancement of our understanding of how
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various factors within the O4O model impact consumer decision-making processes. This
offers significant insights for businesses and marketers, enabling them to strategize more
effectively for customer engagement and retention. The study analyzed a dataset of 272
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consumers who were familiar with O4O platforms, utilizing the Partial Least Squares
Structural Equation Modeling (PLS-SEM) methodology, specifically conducted through the
SmartPLS software program. The results revealed that effort expectancy has a connection
with continuance intention but remains unrelated to shopping intention. In contrast, perfor-
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mance expectancy was influential in both continuance and shopping intentions. Social
influence showed a strong relationship with continuance intention, yet lacked significance
with shopping intention. Facilitating conditions primarily directed continuance intention,
without influencing shopping intention. The study also validated the relationship between
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continuance intention and shopping intention, highlighting innovativeness as a key moderator

in the bond between social influence and continuance intention. These insights offer valuable
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perspectives for industry professionals, elucidating factors that drive consumer interactions
on O4O commerce platforms.
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1 Headquarters, HJ Institute of Technology and Management, 71 Jungdong-ro 39, Bucheon-si, Gyeonggi-do 14721, Republic of Korea. 2 School of Business,
Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Republic of Korea. ✉email: yb@yonsei.ac.kr
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:209 | https://doi.org/10.1057/s41599-024-02723-0 1

ARTICLE HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02723-0
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Introduction
he ever-accelerating pace of technological advancements, where online technologies and data are harnessed to reinvent and
particularly in the information technology (IT) sector, has elevate the offline shopping experience. Figure 1 illstrates the
significantly reshaped the consumer shopping experience O2O and O4O models.
and retail environment (Oláh et al. 2019). This digital revolution Many companies are adopting O4O strategies to generate
has given rise to innovative business models such as online-to- new sales in physical stores by applying online service tech-
offline (O2O) and omnichannel retail strategies (Chen et al. 2016; nology. Musinsa, a South Korean online fashion commerce
Lee et al. 2022). O2O commerce is a business strategy that draws company, has started offering O4O services by linking its
potential customers from online channels to make purchases in online and offline platforms to customers purchasing its pro-
physical stores (Pan et al. 2019). Omnichannel refers to a mul- ducts (MaeilBusinessNewsKorea 2020). Customers can order
tichannel approach to sales that aims to provide the customer products from the online store by 7 pm and collect them from
with a seamless shopping experience, whether the customer is the physical store the same day. If they choose the pick-up
shopping online from a desktop or mobile device, or in a bricks- service (known as Mutan), they can retrieve their products
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and-mortar store (Verhoef et al. 2015). These models are char- from lockers installed outside the store, even after business
acterized by their integrative nature, allowing consumers to hours. Amazon epitomizes the O4O standard with its Amazon
transition effortlessly between online and offline shopping Go initiative and new bookstores. Amazon Go is a grocery
channels, thereby enhancing shopping convenience and enriching store that dispenses with cashiers or checkout lines by opti-
the overall customer experience (Piotrowicz and Cuthbertson mally integrating IT within the brick-and-mortar setup
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2014). These retail strategies have attracted considerable scholarly (Özdemir and Hekim 2018). Amazon’s new offline bookstore
attention and have been the focus of extensive empirical inves- in New York utilizes vast amounts of data from Amazon users
tigation (Hsieh 2017; Juaneda-Ayensa et al. 2016; Schiessl et al. to display books that have garnered positive online reviews
2023). Despite the plethora of research on O2O and omnichannel (Kim et al. 2022a). Freshippo, part of the Alibaba Group, is an
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strategies, there is an emergent trend in the retail sector that offline grocerant where visitors can use a mobile app to obtain
remains largely underexplored: the online for offline (O4O) product information and recipe ideas (Yoo et al. 2020). Cus-
model (Son 2019). The O4O model represents a paradigm shift in tomers can order via the app both within and outside the store,
retailing as it leverages online capabilities to augment the physical enhancing the efficiency of in-store shopping. These compa-
shopping environment, creating a new retail dimension that nies have successfully enhanced customer satisfaction and
warrants scholarly investigation.
O4O is a recent business model that leverages online data and
technologies to enhance offline shopping experiences and
improve business performance in brick-and-mortar stores (Sohn
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boosted sales in physical stores by effectively leveragin
online IT.
The unified theory of acceptance and use of technology
(UTAUT) has proven to be an efficient and robust model for
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et al. 2023). This model represents a paradigm shift from tradi- predicting and explaining technology acceptance and usage
tional and online retail practices, emphasizing a synergistic blend behavior across diverse contexts and technologies (Huang 2023;
of digital and physical customer interactions (Jo 2023b). In O4O, Khashan et al. 2023; Venkatesh et al. 2003). The UTAUT is a
online platforms are not just a sales channel but are used as model that posits four key determinants of technology use
powerful tools to optimize offline customer experiences. Online intention and behavior: performance expectancy, effort expec-
companies utilize their digital strengths, including data analytics, tancy, social influence, and facilitating conditions (Venkatesh
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personalization technologies, and mobile applications, to advance et al. 2003). This paper employs the theory for several reasons.
into the offline market (Son 2019). Characteristics that distin- First, UTAUT integrates eight prominent theories, including the
guish O4O from other models, such as O2O, include the fol- technology acceptance model (TAM) (Davis 1989) and the theory
lowing. First, O4O is not merely about connecting online and of planned behavior (TPB) (Ajzen 1991), providing a compre-
offline channels but deeply integrating them to create a seamless hensive framework for understanding the adoption and use of
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and enhanced shopping experience. Online data, such as custo- technology (Venkatesh et al. 2003). Its inclusiveness and
mer preferences and behavior patterns, are utilized to tailor the robustness make it particularly well-suited for studying new and
offline shopping environment and services (Kim et al. 2018). evolving technologies, such as the O4O business model. Second,
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Second, unlike O2O, which often involves making reservations, UTAUT identifies four core determinants of user acceptance and
orders, and reception of offline services online, O4O emphasizes usage behavior—performance expectancy, effort expectancy,
improving the in-store customer experience using advanced IT social influence, and facilitating conditions. These constructs
solutions. This might include personalized recommendations, encapsulate a broad range of factors influencing technology
automated checkout systems, or innovative in-store navigation acceptance, enabling an in-depth exploration of consumer
systems (Cui and Yang 2020). Overall, O4O represents a sym- behavior in the O4O context (Dwivedi et al. 2019; Venkatesh
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biotic relationship between the digital and physical retail world, et al. 2003). Lastly, empirical evidence supports the predictive
Fig. 1 O2O and O4O.
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HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | https://doi.org/10.1057/s41599-024-02723-0 ARTICLE
power of UTAUT. The model explains around 70% of the var- variable and examines its moderating effect. To use O4O, con-
iance in behavioral intention to use and about 50% in technology sumers must familiarize themselves with not only the app func-
use, outperforming individual legacy models (Dwivedi et al. 2019; tions on mobile phones but also the various IT installations in
Venkatesh et al. 2003). This robustness adds confidence to the physical stores. During this process, the innovativeness of users
applicability of UTAUT in predicting and explaining consumers’ may significantly influence overall decision-making. Exploring
continuance and shopping intentions in the O4O environment. the moderating effect of innovativeness on UTAUT factors will
By applying the UTAUT model in the context of O4O, this clarify the specific mechanisms of impact for each construct.
research aims to provide valuable insights into consumer beha- Lastly, this study considers both continuance intention and
vior within this emerging business model. shopping intention. While previous IT-related studies primarily
Existing literature has indicated that personal innovativeness set continuance intention as an explanatory variable (Jo 2023a;
plays an influential role in shaping consumers’ technology Marinković et al. 2020; Santosa et al. 2021), marketing studies
acceptance behavior (Agarwal and Prasad 1998; García de Blanes mainly used purchase or shopping intention as the final variable
Sebastián et al. 2022; Lee 2019; Mezghani 2018; Senali et al. 2022; (Chang and Chen 2021; Hanjaya et al. 2019; Lăzăroiu et al. 2020;
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Wu and Yu 2022). Innovativeness refers to an individual’s pre- Li et al. 2020a; Pillai et al. 2020). As O4O prompts consumers to
disposition to be open to new ideas and to adopt innovations purchase in physical stores through IT, this study conducts an
earlier than other members of a social system (Rogers 2010). integrated analysis, encompassing both continuance intention
Given the emerging nature of the O4O model, consumer inno- and shopping intention.
vativeness could significantly influence the adoption and con- Future research could explore a broad range of potential areas.
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tinued use of this technology. Moreover, exploring the These include extending the context of the study beyond the O4O
moderating influence of innovativeness introduces an additional retail model to include other digital and omnichannel retail
level of intricacy and subtlety to the research. Prior studies models; incorporating additional moderating variables; conduct-
indicate that consumer innovativeness can interact with other ing longitudinal studies to gain insights into the evolution of user
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factors to influence technology adoption and usage behavior, perceptions over time.
acting as a moderator (Thakur and Srivastava 2014; Yoon and The rest of the article is structured as follows: The section
Rolland 2012). For instance, highly innovative individuals may “Literature review” reviews the literature, the section “Theoretical
perceive less risk in trying new technologies, potentially enhan- development and research hypotheses” introduces research
cing the effect of performance expectancy on adoption intention. models and hypotheses, the section “Methodology” discusses the
development of scales and research subjects, the section “Analysis
As a result, the investigation of the moderating influence of
innovativeness within the O4O context has the potential to shed
light on the distinct impacts of UTAUT constructs on technology
acceptance, offering a more profound and intricate understanding
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and Results” presents the analysis results, the section “Discussion”
details the discussion of the results, and finally, the section
“Conclusion” outlines implications, limitations, and future
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of the subject matter. The primary objective of this study is to research directions.
explore the O4O business model and its impact on consumers’
shopping intentions and behaviors. To attain this objective, this
Literature review
paper poses the following research questions:
UTAUT. The UTAUT framework is used to comprehensively
RQ1: How do the main factors of UTAUT (effort expectancy,
explain the acceptance and utilization behavior of IT users
performance expectancy, social influence, and facilitating condi-
(Venkatesh et al. 2003). According to the theory, behavioral
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tions) and innovativeness influence continuance and shopping

intention for IT is determined by performance expectancy, effort
intentions in the O4O context?
expectancy, and social influence. In turn, behavioral intention and
RQ2: What is the moderating effect of innovativeness on the
facilitating conditions lead to user behavior. In particular, the
relationship between UTAUT factors and consumers’ con-
user’s gender, age, experience, and voluntariness of use moderate
tinuance intentions within the O4O model?
the effects of exogenous variables on behavioral intention and use
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RQ3: How does the continuance intention of consumers

behavior. Since then, UTAUT2 has been newly revised and
influence their shopping intention in the O4O context?
introduced to account for consumer behaviors (Venkatesh et al.
The primary objective of this study is to explore and under-
2012). Hedonic motivation, price value, and habit were added to
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stand the influence of the UTAUT factors and user innovative-

the existing UTAUT. Voluntariness of use was excluded from the
ness on the continuance and shopping intentions in the context
moderating variables. Unlike the TAM (Davis 1989), expectation-
of the O4O retail model. Ultimately, the purpose of this research
confirmation model (ECM) (Bhattacherjee 2001), and informa-
is to provide empirical insights that can aid businesses employing
tion system (IS) success model (DeLone and McLean 2003),
the O4O model in enhancing the effectiveness of their strategies
UTAUT and UTAUT2 have the advantage that they can com-
to boost customer retention and shopping intentions, thereby
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prehensively explain the process of both adopting and using IT.

improving their overall performance.
For these reasons, those theories have been extensively employed
This research seeks to address the gaps in current studies and
in many contexts in the field of IT and marketing (Balakrishnan
make novel contributions in several respects. First, it examines
et al. 2022; Patil et al. 2020; Tam et al. 2020).
the behavior of O4O users—an area yet to be extensively studied
—by employing the UTAUT (Venkatesh et al. 2003). Most recent
studies on e-commerce have focused predominantly on O2O and Online commerce. A vast body of previous research has intro-
omnichannel (Gu et al. 2019; Kang and Namkung 2019; Park and duced the UTAUT to explain consumer behavior such as
Kim 2021; Piotrowicz and Cuthbertson 2014). Considering O4O acceptance and use of IT in the purchasing environment (Esco-
is a relatively new concept, adopted primarily by advanced bar-Rodríguez and Carvajal-Trujillo 2014; Juaneda-Ayensa et al.
companies, empirical analysis is essential. UTAUT, capable of 2016; Li et al. 2020b; Madan and Yadav, 2018; Mosquera et al.
explaining both the adoption and use of technology, is apt for 2018). Earlier works on online shopping behavior primarily
understanding O4O. Since O4O places more emphasis on the focused on e-commerce around 2010 (Chiemeke and
offline store experience compared to O2O, the findings of this Evwiekpaefe 2011; Min et al. 2008; Uzoka, 2008). Recent studies
study will offer new and meaningful implications. Second, this around 2020 have paid attention to mobile commerce (Madan
research introduces the innovativeness of O4O users as a novel and Yadav 2018; Salimon et al. 2021). Santosa et al. (2021)

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Fig. 2 Research model.
reflected all factors in UTAUT2 except hedonic motivation to conducted a qualitative exploratory study to explicate consumers’
clarify the preceding factors of continuance intention of 40–74 purchase intention toward omnichannel shopping. They dis-
age users in the context of digital payment. They unveiled that all covered 12 themes about the intentions toward omnichannel. The
6 proposed variables impact continuance intention via satisfac- six themes of them were similar to the components in UTAUT2.
tion. Madan and Yadav (2016) explored antecedents of behavioral
intention to accept mobile wallets by introducing the constructs
in UTAUT. They validated that behavioral intention is shaped by
performance expectancy, social influence, facilitating conditions,
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The authors also drew 6 additional factors (perceived trust,
anxiety, perceived risk, situational factors, privacy concerns, and
need for interaction) as the precursors of intention to shop in
omnichannel. Park and Kim (2021) cast light on consumers’
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perceived value, perceived risk, and perceived regulatory support. personality traits in explaining the adoption behavior toward
Afterward, Madan and Yadav (2018) proposed a theoretical fra- omnichannel. They proposed service integration, information
mework based on UTAUT2 to describe the behavioral intention integration, information consistency, and perceived effectiveness
and actual use of mobile shopping. They revealed that behavioral as the contributors to use intention. The significance of path
intention is determined by facilitating conditions, hedonic moti- coefficients was shown to be different according to the level of
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vation, perceived critical mass, and personal innovativeness. They need for cognition of consumers. Among the suggested
also found that there are partially significant differences in path constructs, only perceived effectiveness has a significant correla-
coefficients according to age and gender. Doan (2020) identified tion with use intention in all groups. Kim et al. (2022b) included
the leading factors of online purchase intention by adopting personal innovativeness in the UTAUT model combined with
UTAUT. It was demonstrated that all four constructs in UTAUT task-technology-fit to understand the consumers’ omnichannel
are the vital precursors of purchase intention. Salimon et al. behavior. They demonstrated that all four UTAUT factors
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(2021) incorporated TAM, UTAUT, and Technology- positively influence usage intention through task-technology-fit.
Organization-Environment (TOE) framework to clarify the fac- Demographic variables such as gender, age, and income did not
tors affecting the adoption of small and medium businesses. The moderate the effects of predictors on user behavior.
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authors mentioned that self-efficacy, computer anxiety, and In summary, previous studies have explained consumer
m-commerce knowledge are the key predictors of adoption. behavior in various omnichannel contexts using UTAUT.
As a multitude of companies uses various channel provision However, existing works did not focus on O4O and did not
strategies by using advanced mobile devices, research on verify the moderating effect of the innovativeness of customers.
omnichannel has been actively conducted. Juaneda-Ayensa The current study examines how innovativeness moderates the
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et al. (2016) integrated TAM, UTAUT, and UTAUT2 to elucidate effects of factors of UTAUT on the continuance intention and
consumer purchase intentions in an omnichannel context. They shopping intention of consumers in the O4O domain.
newly suggested personal innovativeness and perceived security
as the leading factors of purchase intention. It was found that
purchase intention was significantly affected by performance Theoretical development and research hypotheses
expectancy, effort expectancy, and personal innovativeness. Figure 2 illustrates the research model employed in this study.
Mosquera et al. (2018) employed UTAUT2 to predict behavioral The paper proposes that effort expectancy, performance
intention and use behavior toward smartphones in an omni- expectancy, social influence, facilitating conditions, and inno-
channel environment. They figured out that behavioral intention vativeness influence both continuance intention and shopping
is significantly influenced by performance expectancy, hedonic intention within the context of O4O platforms. Additionally, it
motivation, and habit. Moreover, it was found that user behavior posits that continuance intention has an impact on shopping
is formed by behavioral intention and habit. The authors intention. Lastly, the current study suggests that innovativeness
investigated the moderating roles of age on the hypothesized moderates the effects of effort expectancy, performance
paths. There were partially significant differences between expectancy, social influence, and facilitating conditions on
millennials and non-millennials. Kazancoglu and Aydin (2018) continuance intention.

Effort expectancy (EFE). Effort expectancy is conceptualized as H2b. Performance expectancy has a positive and significant
the extent of ease related to consumers’ use of various touch- effect on shopping intention.
points during the buying experience (Juaneda-Ayensa et al. 2016).
According to UTAUT, effort expectancy is a critical determinant Social influence (SOI). The concept of social influence pertains
of user acceptance and use of technology (Venkatesh et al. 2003). to the degree to which individuals believe that significant others
As such, when considering the context of O4O, the ease and in their lives endorse the usage of a specific technology (Escobar-
effortlessness of using the platform should play a pivotal role in Rodríguez and Carvajal-Trujillo, 2014). This factor plays a crucial
influencing consumers’ continuance intention and shopping role in technology acceptance models, particularly in the UTAUT
intention. Existing studies have demonstrated the impact of effort framework. According to Venkatesh et al. (2003), social influence
expectancy on continuance intention in various contexts affects users’ acceptance and use of technology by altering their
(Marinković et al. 2020; Santosa et al. 2021; Tam et al. 2020). perceptions about what is considered standard or expected
Marinković et al. (2020) found effort expectancy to significantly behavior within their social groups. Social influence has been
influence continuance intention in mobile shopping environ-
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shown to enhance the behavioral intention towards adopting
ments. Likewise, Santosa et al. (2021) confirmed the relationship m-commerce (Yang 2010; Yang and Forney 2013). Additionally,
between effort expectancy and continuance intention in digital the sustained intention of m-shopping users is significantly driven
payment. Regarding shopping intention, Chatterjee et al. (2019) by social influence (Yang and Forney 2013). When individuals
demonstrated that effort expectancy significantly influences feel a greater level of influence from their social surroundings,
shopping intention in the context of accomodance. Doan (2020)
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their propensity to purchase tends to increase (Venkatesh et al.
also confirmed a significant relationship between effort expec- 2012). In the context of O4O, where online platforms enhance
tancy and shopping intention in the context of e-commerce. If offline shopping experiences, consumer behaviors are likely
customers perceive that using an O4O platform is straightfor- influenced by their social networks. If a consumer’s peers or social
ward, they are more likely to continue using it, hence a possible circle positively perceive and use O4O platforms, they are more
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positive relationship between effort expectancy and continuance likely to continue using them and have higher shopping inten-
intention. Similarly, if the O4O platform is effortless to use, tions. Therefore, it is hypothesized that social influence sig-
consumers may be more likely to shop through the platform as nificantly impacts both the continuance intention and shopping
they could navigate, find products, and complete transactions intention in the O4O context.
with ease. Given the above, this research puts forward the con- H3a. Social influence has a positive and significant effect on
jectures that effort expectancy significantly influences both the
continuance intention and shopping intention of consumers in
the context of O4O.
H1a. Effort expectancy has a positive and significant effect on
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continuance intention.
H3b. Social influence has a positive and significant effect on
shopping intention.
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H1b. Effort expectancy has a positive and significant effect on Facilitating conditions (FCC). Facilitating conditions are defined
shopping intention. as the extent to which consumers perceive the availability of
resources and support that assist them in a specific behavior, such
as using O4O platforms (Brown and Venkatesh 2005). A positive
Performance expectancy (PFE). Performance expectancy means relationship exists between facilitating conditions and the appli-
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the extent to which utilizing technology helps the user in carrying cation of technology in shopping scenarios (Mosquera et al.
out specific tasks (Venkatesh et al. 2012). It is essentially the 2018). When consumers perceive facilitating conditions to be
consumer’s perceived usefulness of the system, which has been favorable, they are more likely to use shopping apps (Hew et al.
identified as a critical determinant of technology acceptance and 2015; Marriott et al. 2017). A stronger intention to shop is
use in UTAUT. In the context of O4O, consumers’ performance observed among consumers who perceive a more comprehensive
range of facilitating conditions (Madan and Yadav 2018). Based
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expectancy of the platform can greatly influence their con-

tinuance intention. Several studies have found a significant rela- on the insights from these studies, this research anticipates that
tionship between performance expectancy and continuance facilitating conditions enhance the degree of both continuance
intention and shopping intention. When consumers find that
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intention across different domains. Individuals exhibiting a

greater degree of performance expectancy are generally more supportive measures, like customer service and technical support,
inclined to perpetually engage with mobile applications (Tam are in place to aid in the use of the O4O platform, they are likely
et al. 2020). The expectancy of performance enhances the fre- to have higher continuance intentions. This implies that facil-
quency of customers utilizing their smartphones while in stores itating conditions could be positively associated with continuance
(Mosquera et al. 2018). Furthermore, performance expectancy intention. Furthermore, the ease and smoothness of the shopping
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has been identified as a significant factor in increasing purchasing process, facilitated by these supportive measures, may also lead to
intentions (Juaneda-Ayensa et al. 2016), as well as shopping increased shopping intentions, indicating a potential positive
intentions (Ertz et al. 2022). If consumers perceive the O4O relationship between facilitating conditions and shopping inten-
platform to be useful and beneficial in aiding their shopping tion in the O4O environment. Based on the above, this research
process, they are more likely to continue using it, implying a posits that facilitating conditions amplify the extent of con-
potential positive association between performance expectancy tinuance intention and shopping intention.
and continuance intention. Furthermore, when consumers per- H4a. Facilitating conditions have a positive and significant
ceive the platform as valuable in enhancing their shopping effect on continuance intention.
experience, such as offering superior product information or H4b. Facilitating conditions have a positive and significant
comparison features, they may be inclined to actualize their effect on shopping intention.
shopping intentions on the platform. Therefore, the current study
suggests that performance expectancy serves as the key determi- Innovativeness (INO). Innovativeness is described as the extent
nant of continuance intention and shopping intention. to which an individual is open to adopting new products and
H2a. Performance expectancy has a positive and significant exploring new experiences (Midgley and Dowling 1978). This
effect on continuance intention. characteristic has been recognized as a critical determinant of IT

users’ intentions to continue using a technology or service (Jo H7c. Innovativeness significantly moderates the effect of social
2023a). In the retail context, consumer innovativeness has been influence on continuance intention.
identified as a crucial driver of the intention to use services H7d. Innovativeness significantly moderates the effect of
(Hwang et al. 2019). Furthermore, a high level of consumer facilitating conditions on continuance intention.
innovativeness has been linked to greater purchase intentions in
an omnichannel setting (Juaneda-Ayensa et al. 2016; Ryu 2019).
Methodology
Consumers who are more innovative are more likely to con-
Instrument development. To ensure the validity of the proposed
tinuously use O4O platforms because of their natural curiosity
constructs, the measurement indicators were meticulously
and desire to utilize emerging technologies. This tendency
derived from established literature within the fields of IS and
extends to their shopping intention as well. O4O platforms, by
marketing. The measures were adjusted to work in the O4O
providing an innovative shopping method, are more likely to
construct. For instance, the indicators for effort expectancy were
stimulate the shopping intentions of innovative consumers.
adopted from Venkatesh et al. (2012), reflecting the ease of
Consequently, within the O4O context, it is plausible to suggest
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learning and using O4O platforms. Similarly, performance
that consumer innovativeness has a significant relationship with
expectancy items were sourced from the same study, focusing on
both continuance intention and shopping intention, adhering to
the productivity and usefulness of O4O. Social influence items,
the underlying principles of the UTAUT model.
also from Venkatesh et al. (2012), evaluate the perceived support
H5a. Innovativeness has a positive and significant effect on
and approval from significant others regarding the use of O4O.
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Facilitating conditions items were adapted from Polites and
H5b. Innovativeness has a positive and significant effect on
Karahanna (2012), emphasizing the resources and compatibility
shopping intention.
necessary for O4O usage. The innovativeness construct drew
upon Agarwal and Prasad (1998), capturing the willingness to
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Continuance Intention (COI). Continuance intention is an experiment with new technologies. For continuance intention, the
individual’s perceived likelihood of persisting in using an IS to items were sourced from Bhattacherjee (2001), reflecting the
achieve a specific goal. Increased continuance intention among desire to persist in using O4O services. Finally, the shopping
users is directly linked to higher actual usage of the technology intention construct was based on items from Pillai et al. (2020),
(Kim 2018). Furthermore, consumers who discern a greater utility focusing on the propensity to use O4O services for shopping
in a shopping platform tend to display stronger purchase inten- purposes. Table A1 presents all the measurement items for the
tions (Fu et al. 2018). The more consumers engage with O4O
services, the more they are presented with opportunities to pur-
chase, which consequently amplifies their shopping intention.
When consumers exhibit a high continuance intention, it implies
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constructs.
The questionnaire was initially developed by the authors. It was
then translated from English into Korean by a Korean expert
fluent in English. The response results of the survey were
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they find the O4O platform valuable and are willing to continue translated into English again. The two English versions of the
using it. This continual use exposes consumers to more pur- questionnaire had only slight differences that were adjusted by
chasing opportunities within the O4O platform, thus promoting the author. All variables except for demographic information and
their shopping intentions. Therefore, within the context of O4O, frequency were gauged using a 7-point Likert scale. Academic and
this study posits that a strong continuance intention significantly industry professionals in IS and marketing thoroughly refined it,
enhances shopping intention, aligning with the inherent logic of assuring content validity. Before distributing the questionnaires, a
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behavioral intention in the UTAUT framework. pilot study of 15 participants was carried out (Akter et al. 2010).
H6. Continuance intention has a positive and significant effect Their feedback played a valuable role in completing the final
on shopping intention. questionnaire by revising the logical arrangement, ambiguity of
terms, and simplicity of sentences.
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Moderating effects of innovativeness. Previous research using

the UTAUT model to study consumer behavior typically focused Data collection. The data collection process for this research
on age and gender as the primary moderating variables (Madan involved gathering information from O4O users to empirically
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and Yadav 2018; Mosquera et al. 2018). However, as shopping IT validate the analytical model. The data was collected over two
becomes integral to the purchasing process in the e-commerce distinct time periods, each utilizing different methods. During the
domain, innovativeness could be a critical factor influencing first data collection period, a market research organization was
purchasing decisions. Notably, consumers who exhibit high levels employed to conduct the data collection. This organization is a
of innovativeness tend to seek and adopt new solutions within reputable survey institute in South Korea and possesses an online
multichannel contexts (Konuş et al. 2008). Their innovativeness panel consisting of 1.3 million individuals. In the third week of
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significantly influences purchase intention in omnichannel set- March 2022, an online link containing the survey was distributed
tings (Juaneda-Ayensa et al. 2016). Therefore, it is proposed that to the O4O users through this organization’s online panel. For the
innovativeness may moderate the relationships between UTAUT second data collection period, data were collected using a con-
constructs (effort expectancy, performance expectancy, social venience sampling method in June 2023 by the authors. The
influence, facilitating conditions) and continuance intention. convenience sampling method involves selecting participants who
Consumers with a high degree of innovativeness may perceive are readily available and willing to participate. By utilizing this
less effort, expect better performance, be more influenced by method and collecting data at a different time from the first
social context, and see more facilitating conditions in the O4O period, the aim was to enhance the generalizability of the research
context, thereby enhancing their continuance intentions. This findings. Prior to participating in the survey, respondents were
leads to the assumption that innovativeness could play a sig- presented with a question on the first page of the online ques-
nificant role in moderating these relationships. tionnaire, asking whether the results of the analysis through the
H7a. Innovativeness significantly moderates the effect of effort survey could be published in an academic journal. Only those
expectancy on continuance intention. who agreed to the publication of the results were allowed to
H7b. Innovativeness significantly moderates the effect of proceed and participate in the survey. This step ensured that the
performance expectancy on continuance intention. respondents were genuinely interested in contributing to the

Table 1 Demographic characteristics of the samples. The validation of the research model proceeded in two stages:
(1) An evaluation of the measurement model, and (2) an eva-
luation of the structural model.
Demographics Item Subjects (N = 272)
Frequency Percentage
Measurement model. The present study confirmed the con-
Gender Male 96 35.3% vergent validity, reliability, and discriminant validity of the
Female 176 64.7% measurement model. The factor loadings ranged from 0.771 to
Age 20 s 108 39.7%
0.945 and were all statistically significant at the p = 0.001 levels,
30 s 76 27.9%
40 s 62 22.8%
strongly presenting a satisfactory level of convergent validity
50 s 19 7.0% (Bagozzi et al. 1991). Scale reliability was assessed using com-
60 s 7 2.6% posite reliability (CR) and Cronbach’s alpha. Cronbach’s alpha
Education Highschool 65 23.9% and CR estimates of all of the constructs exceeded the recom-
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Undergraduate 168 61.8% mended minimum value of 0.7 (Nunnally 1978), suggesting high
Graduate 39 14.3% construct reliability. Finally, the square root of the AVE of each
construct was compared to the correlation between the construct
and other constructs to examine discriminant validity. All the
square roots of AVE are higher than the off-diagonal entries in
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study. After data collection, insincere or unreliable responses were the corresponding columns and rows, achieving discriminant
eliminated from the dataset, resulting in a final sample size of 272 validity. Table 2 describes the test results of reliability and
responses. validity.
The demographic distribution of the final sample is presented The discriminant validity of the constructs in our study was
in Table 1, which provides information on the gender, age, and
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assessed using both the Fornell and Larcker (1981)’s criterion and
education level of the participants. Among the final samples, the Heterotrait-Monotrait (HTMT) ratio of correlations
35.3% were male, and 64.7% were female. In terms of age, the (Henseler et al. 2015). According to the Fornell-Larcker criterion,
majority of respondents were in their 20 s (39.7%), followed by the square root of the AVE for each construct (shown on the
those in their 30 s (27.9%), 40 s (22.8%), 50 s (7.0%), 60 s (2.6%), diagonal in Table 3) should be greater than its highest correlation
and other age categories. Regarding education, the highest with any other construct, ensuring that each construct is more
proportion of participants had an undergraduate degree
(61.8%), followed by high school (23.9%) and graduate degrees
(14.3%).
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strongly related to its indicators than to others. Our results meet
this criterion, as demonstrated in Table 3.
Further, the HTMT criterion was applied as an additional
measure of discriminant validity (Henseler et al. 2015). Table 4
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shows the HTMT values for each pair of constructs. As
Analysis and results
recommended by Henseler et al., HTMT values less than 0.90
The research model was analyzed using partial least squares
provide evidence of discriminant validity, which our constructs
structural equation modeling (PLS-SEM) through the SmartPLS 4
satisfy, thereby reinforcing the distinctiveness of the constructs in
software. PLS-SEM was chosen as an appropriate statistical tool
our study.
for a few critical reasons. First, PLS-SEM is particularly suitable
This paper assessed the overall model. Model fit estimates were
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for this study given the nascent and less explored nature of the
as follows. χ2 was 833.223. The normed fit index (NFI) was 0.837,
O4O phenomenon. As O4O platforms are not yet widely used
which is lower but close to the threshold of 0.9 (Afthanorhan
among consumers, acquiring a large sample size can pose a
2013). The standardized root mean square residual (SRMR) of the
considerable challenge. This limitation is important because tra-
measurement model was 0.066, which is less than the acceptable
ditional covariance-based SEM methods often require large
limit of 0.08 (Bentler and Bonett 1980). Considering the above
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sample sizes to produce reliable results (Hair et al. 2017). PLS-

measures, the measurement model shows a good model fit.
SEM, in contrast, is a more robust method for smaller sample
Multi-collinearity diagnostics were conducted to verify that
sizes and is well-suited to exploratory research in emerging fields.
there was no high intercorrelation between the predictor
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It does not impose strict requirements on sample size (Hair et al.

variables, which could cause problems in the path analysis. The
2021). This makes it an ideal technique for analyzing data from
variance inflation factor (VIF) was used as a measure to assess the
relatively under-researched and underused platforms like O4O,
severity of multi-collinearity. As suggested by Hair et al. (2006), a
where it may be difficult to obtain a large sample size. Second, as
VIF value greater than 5.0 indicates a problematic level of multi-
it is a variance-based method, PLS-SEM is particularly useful
collinearity. As shown in the table, the VIF values for all the
when the goal of the research is predicting key target constructs
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construct items ranged from 1.525 (INO1) to 4.200 (COI2),

or identifying key “driver” constructs (Hair et al. 2019). In this
which were all below the critical threshold of 5.0. Therefore, it can
study, it was essential to identify the constructs that significantly
be concluded that there were no significant multi-collinearity
influence continuance intention and shopping intention in the
issues in this research. These findings ensured the reliability and
O4O context, thus making PLS-SEM the ideal choice. Third, PLS-
validity of the path analysis results.
SEM makes no assumptions about data distribution and can
efficiently handle complex models, including those with second-
order constructs and formative measurement models (Hair et al. Structural model. This study carried out structural equation
2019). Given the complexity of our research model and the modeling (SEM) to evaluate the hypotheses. It applied boot-
incorporation of the moderating effect of innovativeness, the use strapping with 5,000 subsamples to verify the proposed hypoth-
of PLS-SEM was justified. Lastly, PLS-SEM is known for its eses and path coefficients. The analysis (SEM) results are shown
robustness against potential multi-collinearity issues among in Fig. 3.
predictors (Hair et al. 2019), which was essential considering the Path analysis was utilized to test the hypotheses, with the
multiple constructs being analyzed simultaneously in this results detailed in Table 5. The findings are summarized as
research. Based on the above series of evidence, this study utilized follows. H1a proposed that effort expectancy would positively
PLS-SEM for analysis. affect continuance intention. The analysis revealed a positive

Table 2 Test results of reliability and validity.
Construct Items Mean St. Dev. Factor loading Cronbach’s Alpha CR AVE
Effort EFE1 5.309 1.198 0.864 0.846 0.907 0.765
Expectancy EFE2 5.301 1.184 0.869
EFE3 5.232 1.329 0.890
Performance PFE1 5.533 1.260 0.921 0.908 0.942 0.844
Expectancy PFE2 5.368 1.247 0.916
PFE3 5.680 1.146 0.919
Social SOI1 5.221 1.148 0.920 0.911 0.944 0.849
Influence SOI2 5.162 1.158 0.929
SOI3 5.118 1.148 0.915
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Facilitating FCC1 5.588 1.078 0.899 0.878 0.925 0.804
Conditions FCC2 5.610 1.016 0.918
FCC3 5.654 1.153 0.873
Innovativeness INO1 5.526 1.114 0.875 0.809 0.880 0.710
INO2 4.735 1.365 0.771
INO3 5.096 1.257 0.877
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Continuance COI1 5.438 1.244 0.921 0.922 0.951 0.865
Intention COI2 5.548 1.215 0.945
COI3 5.570 1.161 0.924
Shopping SHI1 5.551 1.218 0.918 0.907 0.942 0.844
Intention SHI2 5.239 1.242 0.905
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SHI3 5.434 1.211 0.933
Table 3 Correlation matrix and discriminant assessment.
Constructs
1. Effort Expectancy
2. Performance Expectancy
3. Social Influence
1
0.874
0.620
0.517
2
0.919
0.656
3
0.921
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4. Facilitating Conditions 0.577 0.802 0.635 0.897
5. Innovativeness 0.328 0.472 0.487 0.529 0.843
6. Continuance Intention 0.592 0.769 0.665 0.813 0.520 0.930
7. Shopping Intention 0.515 0.724 0.688 0.721 0.522 0.808 0.919
Note: Diagonal values are the square root of AVE.

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Table 4 HTMT.
Constructs 1 2 3 4 5 6 7
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1. Effort Expectancy
2. Performance Expectancy 0.705
3. Social Influence 0.586 0.721
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4. Facilitating Conditions 0.670 0.894 0.708

5. Innovativeness 0.351 0.487 0.529 0.574
6. Continuance Intention 0.668 0.839 0.726 0.901 0.551
7. Shopping Intention 0.585 0.795 0.756 0.804 0.567 0.882
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effect (β = 0.115, p = 0.045), thereby supporting H1a. H1b (β = 0.030, p = 0.647). H5a and H5b suggested that innovative-
suggested that effort expectancy would positively influence ness would positively influence continuance intention and
shopping intention, but the results did not support this shopping intention. Neither hypothesis was supported
hypothesis (β = −0.031, p = 0.521). H2a and H2b posited that (β = 0.068, p = 0.165 for H5a; β = 0.079, p = 0.192 for H5b).
performance expectancy would positively affect continuance H6, which proposed that continuance intention would positively
intention and shopping intention, respectively. Both these affect shopping intention, was supported (β = 0.497, p = 0.000).
hypotheses were supported (β = 0.209, p = 0.003 for H2a; H7a through H7d hypothesized the moderating effects of
β = 0.161, p = 0.010 for H2b). H3a stated that social influence innovativeness on the relationships between each of the four
would positively influence continuance intention, and this was constructs (effort expectancy, performance expectancy, social
supported by the results (β = 0.168, p = 0.002). However, H3b, influence, and facilitating conditions) and continuance intention.
which suggested that social influence would positively affect H7a, H7b, and H7d were not supported, as indicated by their
shopping intention, was not supported (β = 0.210, p = 0.117). respective coefficients (β = −0.052, p = 0.495 for H7a; β = 0.085,
H4a and H4b proposed that facilitating conditions would p = 0.258 for H7b; β = −0.024, p = 0.736 for H7d). H7c was
positively affect continuance intention and shopping intention. marginally supported (β = −0.095, p = 0.091 for H7c). Overall,
H4a was supported (β = 0.435, p = 0.000), whereas H4b was not the conceptual framework described approximately 73.8% of the

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Fig. 3 PLS Analysis Result.
Table 5 Analysis of path coefficients.
H Cause Effect
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Coefficient T-value P-value Hypothesis
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H1a Effort expectancy Continuance intention 0.115 2.001 0.045 Supported
H1b Effort expectancy Shopping intention −0.031 0.642 0.521 Not Supported
H2a Performance expectancy Continuance intention 0.209 2.933 0.003 Supported
H2b Performance expectancy Shopping intention 0.161 2.570 0.010 Supported
H3a Social influence Continuance intention 0.168 3.158 0.002 Supported
H3b Social influence Shopping intention 0.210 1.570 0.117 Not Supported
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H4a Facilitating conditions Continuance intention 0.435 5.428 0.000 Supported

H4b Facilitating conditions Shopping intention 0.030 0.458 0.647 Not Supported
H5a Innovativeness Continuance intention 0.068 1.388 0.165 Not Supported
H5b Innovativeness Shopping intention 0.079 1.305 0.192 Not Supported
H6 Continuance intention Shopping intention 0.497 6.187 0.000 Supported
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H7a EFE × INO Continuance intention −0.052 0.683 0.495 Not Supported
H7b PFE × INO Continuance intention 0.085 1.131 0.258 Not Supported
H7c SOI × INO Continuance intention −0.095 1.691 0.091 Marginally Supported
H7d FCC × INO Continuance intention −0.024 0.337 0.736 Not Supported
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variability in continuance intention and 71.0% of the variability in expectancy does not significantly influence shopping intention
shopping intention. is somewhat surprising. The fact contrasts with the findings of
Juaneda-Ayensa et al. (2016), who highlighted the importance
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of effort expectancy in influencing purchase intention. A pos-

Discussion
sible explanation is that usability alone may not be sufficient to
The purpose of this study was to shed light on the determinants
drive purchasing behavior. Although users may find the plat-
of shopping intention in the O4O context. To achieve this, the
form easy to use, this does not necessarily translate into an
researchers made modifications to the UTAUT model.
increased likelihood of making purchases. Shopping intention
The results of the study affirm that effort expectancy sig-
could be influenced more by other factors such as perceived
nificantly impacts continuance intention but does not influence
value, trust, product assortment, and price. This is an important
shopping intention. Aligned with previous studies’ findings
distinction for managers and developers of O4O platforms.
(Alsyouf and Ishak 2018; Chiu and Wang 2008; Gupta et al.
While user-friendliness is crucial for retaining users, it may not
2020; Tam et al. 2020; Venkatesh et al. 2003), this result sug-
be enough to convert users into customers. This implies the
gests that ease of use increases the likelihood of continued
need for a comprehensive strategy that not only enhances the
technology usage. This suggests that usability or user-
usability of the platform but also addresses other factors that
friendliness is crucial for retaining users on an O4O platform.
influence shopping intention. The finding underlines the
If consumers have to put forth less effort to understand how to
importance of a multifaceted approach to optimizing the user
navigate and use the platform, they are more likely to continue
experience on O4O platforms.
using it over the long term. However, the fact that effort

Performance expectancy was found to affect both continuance sufficient resources and support (like user-friendly interface,
intention and shopping intention. This finding supports previous technical support, and comprehensive guides) are in place, they
research that has confirmed the significant impact of performance are more likely to continue using the O4O platform. However,
expectancy on continuance intention (Chiu and Wang 2008; these conditions, despite encouraging continued use, do not
Gupta et al. 2020; Hutabarat et al. 2021; Kim et al. 2022b; Tam appear to directly encourage consumers’ shopping intentions.
et al. 2020) and purchase intention (Juaneda-Ayensa et al. 2016). From a theoretical perspective, this aids in refining our under-
In the O4O commerce context, this could translate to the belief standing of the importance of facilitating conditions within the
that using the O4O platform would streamline the shopping UTAUT framework. While previous studies have suggested that
process, provide a wider range of product choices, offer better facilitating conditions impact both behavioral intentions and use
prices, or facilitate more convenient transactions. As a result, if behavior (Venkatesh et al. 2003), this research presents a more
consumers perceive high performance expectancy, they are more complex relationship in the O4O context, underscoring the need
likely to continue using the O4O platform and show higher for further investigation. From a managerial perspective, the
shopping intentions. This dual impact suggests that performance observation emphasizes the importance of providing robust
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expectancy is a critical determinant in both the retention of users facilitating conditions for retaining users on the O4O platform,
and the facilitation of purchases on the platform. Theoretically, such as user-friendly design and readily available technical sup-
this finding reinforces the role of performance expectancy as port. However, it also suggests that to encourage shopping
delineated in the UTAUT, confirming its relevance in the O4O intentions, businesses might need to look beyond these facilitating
context. From a managerial perspective, these findings underscore conditions and focus on other aspects such as user personaliza-
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the importance of enhancing the performance of O4O platforms. tion, product offerings, and promotional activities.
Businesses operating in this domain need to focus on improving The study also found that continuance intention significantly
the tangible benefits that these platforms can deliver. This could influences shopping intention. This finding indicates that when
involve increasing the efficiency of the platform, offering a diverse consumers have a high continuance intention - i.e., they plan to
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range of products and services, ensuring competitive pricing, and keep using the O4O platform - they are more likely to develop
simplifying the transaction process. This performance-focused strong shopping intentions. In other words, the more comfortable
approach can contribute to both maintaining a stable user base and satisfied users are with the platform, the more likely they are
and driving more purchases on the platform, thereby maximizing to make purchases. From a theoretical standpoint, this finding
the potential for revenue growth. aligns with extant research that suggests a positive relationship
The observation that social influence significantly affects con-
tinuance intention is consistent with existing research indicating
that users’ intentions to persist with a technology are substantially
shaped by their social surroundings (Chen et al. 2012; Hutabarat
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between continuance intention and actual behavior
(Bhattacherjee 2001). However, it extends this by demonstrating
that in the O4O context, the “actual behavior” can include
shopping intentions, which is a more specific type of behavior.
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et al. 2021; Li and Lee 2022; Xiao and Wang 2016; Yang and From a managerial perspective, this suggests that increasing user
Forney 2013). This underscores the idea that in the digital realm, satisfaction and fostering a high continuance intention can be an
users often look to others in their social networks when deciding effective strategy for stimulating shopping intention. Operators of
whether to continue using a service. However, the finding that O4O platforms can thus focus on ensuring high-quality user
social influence does not significantly affect shopping intention experience to cultivate continued usage and, consequently, boost
adds a unique dimension to our understanding of the relationship shopping behavior. This may involve various strategies such as
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between social influence and user behavior. Contrary to studies optimizing user interface, providing prompt customer service, or
suggesting that social influence is a significant determinant of ensuring reliable operations.
purchase intentions in online contexts (Hu et al. 2019; Teo et al. The findings that innovativeness does not moderate the effects
2018), our results indicate that this may not always be the case, of effort expectancy, performance expectancy, and facilitating
especially within the O4O context. This distinction may arise conditions on continuance intention, but marginally and nega-
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from the unique characteristics of O4O services, suggesting that tively moderates the effect of social influence on continuance
while social factors might encourage users to continue using the intention, presents intriguing insights. Theoretically, it sheds light
service, they do not necessarily translate into an increased pro- on the intricate interplay of consumer innovativeness and social
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pensity to make purchases. This observation offers critical influence in the context of continuance intention in O4O plat-
implications for both theory and practice. Theoretically, it forms. This suggests that while innovativeness does not influence
emphasizes the context-dependent nature of the role of social how effort expectancy, performance expectancy, and facilitating
influence, thus calling for further exploration of this construct conditions affect continuance intention, it can alter the impact of
within varying technology use contexts. Practically, it suggests social influence. More specifically, the higher a consumer’s
that service providers should differentiate their strategies for innovativeness, the less they are affected by social influence when
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boosting continuance intentions and shopping intentions. While it comes to their intention to continue using the O4O platform.
fostering a positive social environment can enhance continuance From a managerial perspective, this points to the importance of
intentions, other factors may need to be prioritized to stimulate considering consumer innovativeness in strategic decision-
shopping behavior. making. It implies that while innovations in the platform can
Facilitating conditions were found to significantly impact stimulate continued use, for highly innovative consumers, peer
continuance intention, but not shopping intention. This echoes opinions and social norms might be less influential. This further
previous findings (Bakar et al. 2013; Bhattacherjee et al. 2008; suggests the importance of a tailored approach, where strategies
Erwanti et al. 2018; Mosquera et al. 2018; Sharma and Saini 2022; are adjusted based on consumer innovativeness. The negative
Yang and Forney 2013; Zhou, 2011), indicating that support and coefficient (β = −0.095) indicates that as the innovativeness of a
resources available to technology users encourage continued use consumer increases, the effect of social influence on continuance
of the platform, but may not necessarily influence shopping intention decreases, albeit marginally. This could be interpreted
intention. Facilitating conditions are defined as the extent to as innovative consumers being less influenced by their social
which consumers perceive that an organizational and technical environment in their decision to continue using the O4O plat-
infrastructure exists to support the use of the system. In this case, form, possibly because they are more comfortable with technol-
the discovery indicates that when consumers perceive that ogy and therefore rely less on others’ opinions. However, the fact

that this is a marginal result (p < 0.1) indicates a need for further products (Hölsgens 2022; Liang et al. 2022). The study suggests
research. Future studies could explore this relationship further, that the influence of social factors may be diminished among
possibly investigating why innovativeness only marginally mod- consumers with higher innovativeness, particularly in the realm
erates the effect of social influence on continuance intention, and of O4O services. This unexpected result presents a distinct
under what conditions this might change. opportunity for academics to reexamine and rethink the
interaction between consumer innovativeness and social influence
in the context of technology adoption and persistent usage. The
Conclusion traditional notion that social influence uniformly impacts
Theoretical Contribution. This study significantly contributes to adoption behaviors might not be applicable to innovative
innovation management, offering a wealth of innovative insights. It consumers within O4O services. Thus, this new comprehension
thoroughly investigates the complex interactions between UTAUT opens up exciting pathways for future research. It indicates the
constructs and their impact on continuance and shopping inten- need for an in-depth investigation into how consumer character-
tions within the O4O service domain. By reaffirming the robustness istics, specifically innovativeness, interact with social influences in
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of UTAUT as a theoretical framework in forecasting these inten- moderating adoption and continuance behaviors.
tions, the research transcends conventional understanding, shed- As a fourth contribution, the findings of this study underscore
ding light on the in-depth dynamics that emerge in the O4O the pivotal role that continuance intention plays in molding
landscape (Venkatesh et al. 2003). One pivotal discovery is that shopping intention within the context of O4O services. This
while effort expectancy considerably influences continuance inten- relationship has been relatively under-explored in the body of
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tion, it does not similarly affect shopping intention. This finding existing academic literature. Much of the existing research in this
creates a point of divergence from earlier research conducted by field has primarily focused on separately discerning the factors
scholars such as Chatterjee et al. (2019) and Doan (2020), who that determine adoption intention (Park and Kim 2021),
opined that effort expectancy was critical for shopping intentions. continuance intention (Song and Jo 2023), and purchase intention
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The discrepancy arising in this context, thus, underscores the (Kim et al. 2022b; Sombultawee and Wattanatorn 2022). The
potential influence of technology and context specificity on the role emphasis has been less on examining post-adoption behaviors
of effort expectancy. Perceived ease of use might not directly such as continuance intention and shopping intention within a
influence shopping intentions in an O4O context. However, it single framework. This study breaks new ground by demonstrat-
enhances the user’s inclination to continue using the platform, thus ing that continuance intention holds significant predictive power
indirectly impacting shopping intentions through the mediating
role of continuance intention. Such an insight redefines our
understanding of how effort expectancy works in the e-commerce
realm, particularly O4O services. Therefore, future studies should
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in determining shopping intention. In doing so, it provides a fresh
perspective and adds an intriguing facet to our understanding of
consumer behavior within O4O contexts. The determination of
shopping intention in the O4O context by continuance intention
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take into account the unique characteristics of the O4O context and suggests that the mere adoption of O4O services is not the end-
the importance of continuance intention, bringing a fresh per- point for consumers. Instead, their ongoing usage intention
spective into the current body of knowledge. impacts their shopping behaviors within the platform, adding
The second major theoretical contribution of this study lies in complexity to our understanding of their buying behaviors.
its successful expansion of the UTAUT framework by integrating Moreover, this revelation aligns with the growing acknowl-
the construct of consumer innovativeness. This incorporation has edgment in innovation management literature that continued
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injected fresh perspectives into the discourse on innovation usage or post-adoption behaviors are as significant as initial
management, thereby advancing it. Predominantly, the focus of adoption behaviors, if not more (Chen et al. 2018; Jahanmir et al.
past studies has remained confined to technological and 2020; Wang et al. 2022). This could drive future research to delve
organizational innovation (Acikgoz et al. 2022; Alalwan et al. deeper into the dynamics of post-adoption behaviors in the realm
2018; Lee, 2019). However, this research presents a shift in of O4O services, thereby further expanding our understanding of
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emphasis by underlining the immense relevance of consumer innovation management in consumer behavior.
innovativeness. The novelty and importance of this innovative Finally, by integrating the UTAUT within an O4O context, this
approach cannot be understated. It underscores the role of research provides a significant theoretical expansion of the
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consumer innovativeness in modifying the effects of UTAUT theory’s scope of application. This study’s discovery, that
constructs on continuance intention. More specifically, it high- facilitating conditions exert substantial influence over continuance
lights how consumer innovativeness can significantly moderate intention but not shopping intention, challenges prior findings in
the impact of social influence on continuance intention. This the field (Venkatesh et al. 2012). This unexpected finding indicates
provides compelling evidence of the dynamic role of consumer a potential reliance of the facilitating conditions’ function on the
characteristics in shaping the outcomes of technology adoption contextual intricacies and the particular technology being studied,
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models. Consequently, this extension of the UTAUT model highlighting the importance of considering contextual factors in
encourages scholars to look beyond organizational and techno- understanding their impact. Consequently, this revelation war-
logical factors in innovation management. It signifies that rants further academic scrutiny into the nuanced role and impact
consumer attributes, such as innovativeness, are crucial determi- of facilitating conditions across distinct settings and with various
nants of innovation outcomes in the increasingly consumer- technologies. This study’s emphasis on the O4O context, a rapidly
centered digital marketplace. Thus, the examination of consumer growing and dynamic area of commerce, provides a unique
innovativeness in the context of O4O services, as carried out in perspective within the literature on innovative commerce.
this study, paints a fuller picture of innovation management that Unraveling the determinants of both continuance and shopping
accounts for the critical role of consumers. intentions within an O4O context significantly broadens our
In its third theoretical contribution, this study offers a thought- understanding of user behavior within this evolving landscape.
provoking discovery - consumer innovativeness only marginally
moderates the effect of social influence on continuance intention.
The intriguing aspect of this finding is that it stands in contrast Managerial Implication. The research findings present a multi-
with the results from earlier studies which have established a tude of practical implications for different stakeholders, including
potent influence of social factors on the adoption of innovative marketers, managers, service providers, and users.

First, the research findings underscore significant implications Finally, the study unveils the influential role of consumer
for marketers and managers operating within the O4O sector. innovativeness in shaping the impact of UTAUT constructs,
The study reveals that effort expectancy is a substantial notably social influence, on continuance intention. This indicates
determinant of continuance intention, but not shopping inten- that businesses should be mindful of the differing levels of
tion, in O4O services. This understanding presents marketers innovativeness among their users, tailoring their strategies to
with opportunities to refine their strategies. It implies that the address the varying needs and expectations of these different user
perceived effort or ease of use involved in utilizing O4O services segments (Li et al. 2022; Shah et al. 2022). Specifically, companies
significantly influences a user’s decision to continue using the might want to debut advanced features or services that can cater
service. Hence, marketers should prioritize efforts to simplify the to the preferences of highly innovative users, those who are
user interface and the overall usage process of their platforms, inclined to adopt and appreciate novel products and experiences.
which can in turn enhance users’ continuance intentions. This would not only serve their penchant for novelty but also
However, influencing shopping intentions extends beyond just bolster their continued usage of the platform, thereby potentially
ensuring ease of use. Marketers need to consider other salient leading to increased shopping intentions. On the other hand, for
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factors, such as performance expectancy, when strategizing to users with lower levels of innovativeness, companies could
enhance shopping intentions. As suggested by previous studies, provide extensive guidance and support to foster their comfort
the factor also holds considerable sway in shaping a user’s and familiarity with the service, which could enhance their
shopping intention (Ertz et al. 2022; Juaneda-Ayensa et al. 2016). continuance intention. Consequently, this bifurcated approach
Thus, a balanced focus on these elements can yield a more could enable businesses to effectively cater to a broader user base,
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comprehensive and effective marketing strategy. optimizing user retention and shopping intentions.
Second, the pivotal role of performance expectancy in affecting
both continuance and shopping intentions is brought to light by Limitations and future research directions. This paper has the
this research. It suggests that if consumers perceive an O4O following limitations and suggests several research directions. First,
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service as instrumental in effectively achieving their objectives, this research mainly dealt with the technological factors of O4O.
they are more likely to maintain the use of such service (Tam There may be a combination of economic and personal factors that
et al. 2020) and undertake purchases (Jayasingh et al. 2022; Zhang can influence shopping behavior. Thus, future research needs to
et al. 2023). This is a critical insight for service providers, who reflect both intrinsic and extrinsic variables in addition to techno-
should take strides to ensure their platforms are efficient, reliable, logical components to improve the generality of the result. Second,
and add real value for their consumers. Providers should make it
a priority to continually enhance the features and services on offer
(Prassida and Hsu 2022). They should focus on user-centric
designs and improvements that can heighten user satisfaction
A
the survey was conducted in only one country. If the term O4O and
its business model become more prevalent around the world,
researchers will need to collect samples from various countries in
the future. Finally, the current work did not consider the type of
ED
and, consequently, enhance user performance. By doing so, O4O store. Since O4O is classified into several forms according to
service providers can fulfill the performance expectations of users, business purposes, future studies should contain this aspect.
encouraging continued usage and increasing the propensity for
shopping, thus driving business growth and customer retention.
Third, the significant role of social influence in shaping both Data availability
continuance and shopping intentions is underscored. This implies The data used in this study are available from the corresponding
CT
that businesses can leverage the social network of users to authors upon reasonable request.
influence user behaviors. By implementing a robust referral
program, businesses can tap into users’ social circles to attract Received: 12 October 2023; Accepted: 18 January 2024;
new users (Dose et al. 2019). Encouraging social sharing of
products, experiences, or reviews can help businesses boost their
A
reach and impact in online communities, possibly reinforcing the

shopping intentions of existing and potential users (Cheung and
Thadani 2012). Moreover, creating a sense of community within
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ARTICLE

From storefront to screen: an in-depth analysis of

continuance intention and shopping intention, highlighting innovativeness as a key moderator

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:209 | https://doi.org/10.1057/s41599-024-02723-0 1

Fig. 1 O2O and O4O.

2 HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:209 | https://doi.org/10.1057/s41599-024-02723-0

tions) and innovativeness inﬂuence continuance and shopping

RQ3: How does the continuance intention of consumers

stand the inﬂuence of the UTAUT factors and user innovative-

prehensively explain the process of both adopting and using IT.

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS | (2024)11:209 | https://doi.org/10.1057/s41599-024-02723-0 3

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expectancy of the platform can greatly inﬂuence their con-

intention across different domains. Individuals exhibiting a

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Moderating effects of innovativeness. Previous research using

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sample sizes to produce reliable results (Hair et al. 2017). PLS-

It does not impose strict requirements on sample size (Hair et al.

construct items ranged from 1.525 (INO1) to 4.200 (COI2),

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Table 2 Test results of reliability and validity.

Table 3 Correlation matrix and discriminant assessment.

Note: Diagonal values are the square root of AVE.

4. Facilitating Conditions 0.670 0.894 0.708

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Table 5 Analysis of path coefﬁcients.

H4a Facilitating conditions Continuance intention 0.435 5.428 0.000 Supported

of effort expectancy in inﬂuencing purchase intention. A pos-

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reach and impact in online communities, possibly reinforcing the

the service platform can not only enhance users’ intention to

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10.1108/APJML-06-2018-0209 End Use Comput (JOEUC) 28(4):55–72

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Author contributions Reprints and permission information is available at http://www.nature.com/reprints

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