ONLINE TO OFFLINE E - COMMERCE MARKET

Abstract

I am Shivam Dabas (2K17/MBA/82), an MBA student of Delhi school of Management, Delhi Technological University. My report is on the scenario of e-commerce market in our country, India. This report is a descriptive research project which has encased various topics that concern the e commerce markets of our country. This report gives an unbiased, clear idea as to what is e-marketing, what are the challenges that it carries with itself, the significance and opportunities available in the e-commerce markets of our country. The online-to-offline (O2O) commerce has been one of the hottest topics nowadays, but which features of the O2O commerce drive the consumers to be involved into are still blur. To figure out the question, two important features of O2O commerce, i.e., offline experience and the integration of online and offline information, were incorporated into an empirical model to examine their influences on the technology and economics attributes of O2O commerce from the perspective of consumers. The two features were confirmed to exert significant impacts on consumer’s acceptance of O2O commerce. Finally, the implication and the direction of future study were discussed.