Abstract
Online-to-offline (O2O) commerce increasingly leverages personalised digital marketing tactics (PDMTs)—such as tailored in-app recommendations, location-based offers, and personalised e-coupons—to drive customer retention. Despite their widespread use, limited research has examined how these tactics persuade customers to repurchase in O2O commerce, entailing both their online and offline engagement. Drawing on the elaboration likelihood model, this study proposes a dual-route persuasion framework. The central route comprises online transaction value and offline transaction convenience, while the peripheral route centres on the perceived attractiveness of personalised coupons. Additionally, we propose that two customer characteristics—value consciousness and coupon proneness—moderate these effects in opposite directions by shaping consumers’ information processing tendencies. This paper contributes to the O2O commerce literature by theorising the mechanisms and boundary conditions through which PDMTs affect repurchase intentions. The study is positioned to inform both academic and managerial audiences seeking to better understand personalised persuasion in O2O commerce environments.
Recommended Citation
Chen, Jiahe and Chang, Yu-Wei, "A Contingency-Based Dual-Route Model for Personalisation
Persuasion in O2O Commerce" (2025). ACIS 2025 Proceedings. 31.
https://aisel.aisnet.org/acis2025/31