International Journal of Advances in Computer Science and Its Applications
Author(s) : ABBY S. T. YANG, SHARI S. C. SHANG
Online-to-Offline (O2O), a brand-new business model that drives online visitors to purchase in-store by offering services online, has received a great deal of attention. The O2O business model has been adopted by companies across a variety of industries, such as Target in retailing, Uniqlo in apparel, Warby Parker in accessories and McDonald’s in food. However, less attention has been paid in the literature to the clear definition and scope of both online and offline businesses in the O2O business model, and there is limited understanding of how to build a successful O2O project. The objective of this study is to organize comprehensive information for the O2O business model and to examine the types of O2O business model. This study plans an empirical study. We build a preliminary finding regarding the 5 major types of O2O business models—(1) Commerce O2O; (2) Try-on O2O; (3) Promotional O2O; (4) Experience O2O; and (5) Crowdsourcing O2O—based on the literature and more than 50 practical cases. The research results not only provide a complete O2O overview but also verify and enhance the types of O2O business models. It is hoped that we can gain a better understanding of the O2O business model from these cases.