THE IMPACT OF ONLINE-TO-OFFLINE SERVICE QUALITY ON SPORT CONSUMER SATISFACTION AND BEHAVIOR IN CHINA

Shixin Zhao; Samkhan Rojanathavorn; Pornnipa Plubpha

Authors

Shixin Zhao Rattana Bundit University
Samkhan Rojanathavorn Rattana Bundit University
Pornnipa Plubpha Rattana Bundit University

Keywords:

Online-to-Offline, Service Quality, Consumer Behavior, Perceived Value, Customer Satisfaction, Trust

Abstract

This study investigated the impact of Online-to-Offline (O2O) service quality on consumer intentions and behavior within the context of online shopping for sporting goods in China. Using a convenience sampling method, data were collected from 375 valid respondents through an online survey distributed using online questionnaire in China. The study identified five key dimensions of online service quality tangibility, reliability, responsiveness, empathy, and assurance and examined their effects on perceived value, customer satisfaction, and purchasing behavior. Partial Least Squares (PLS) analysis was employed to evaluate the measurement and structural models, with bootstrapping techniques used to estimate the parameters.

Empirical findings reveal that tangibility and empathy significantly enhanced perceived value, while reliability, responsiveness, and assurance showed no significant impact. Furthermore, perceived value was strongly correlated with customer satisfaction and purchasing behavior, confirming that higher perceived value increases satisfaction and repeat purchase intentions. Trust, as a mediating factor, plays a crucial role in influencing customer satisfaction and loyalty. The research highlights the importance of improving service quality dimensions and fostering consumer trust to enhance competitive advantage in the O2O platform. The study provided strategic recommendations for platform operators to optimize their service processes, improve customer experience, and built long-term customer loyalty.

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