Abstract—Taiwanese retailers and E-commerce have been actively promoting O2O (online-to-offline) services. Consumers compare specifications, functions, prices, and discounts when using the online service to shop at a physical store. O2O has successfully transformed into a consumer shopping experience. This study mainly investigates the effect of impulsive purchase, approach–avoidance effect, emotional account, as well as brand image, on sales in O2O services. The results of evidence-based analysis show that impulsive purchase positively affects emotional account and trust. The approach–avoidance effect has a positive effect on emotional account, which is mediator between trust and the approach–avoidance effect. This positively affects a customer’s recommendation intention. However, brand image affects the results by moderating emotional account and trust.

 

Index Terms—impulsive purchase, approach–avoidance related effect, emotional account, brand image, emotional accounts, trust

Cite: Jyh-Jeng Wu and Shu-Hua Chien, "Impulsive Purchase, Approach–Avoidance Effect, Emotional Account Influence in Online-to- Offline Services," Journal of Advances in Information Technology, Vol. 10, No. 2, pp. 35-40, May 2019. doi: 10.12720/jait.10.2.35-40