Online retailing is lacking the opportunity to touch and try tangible products before purchase. Thus, a complete judgement of the main product characteristics is not possible and customers’ uncertainty increases. In case that the ordered products do not fulfill the expectations, consumers...

As the mobile-based O2O industry grows, many existing O2O service providers are attempting to expand their businesses by service diversification. According to this trend, the current study investigated the effects of the parent O2O service-related factors on the user adoption of a sequel...