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| Research on Shops’ Motivations of Multi-Homing Behavior on O2O Platforms |
| LIU Zhiyong，ZHANG Yi，HE Peining |
| 1. Dalian University of Technology, Dalian, Liaoning, China; 2. Nanjing University, Nanjing, China |
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Abstract This study focuses on the influencing factors and mechanisms of shops’ willingness to multi-homing from the shops’ perspectives, and constructs a third-order model of “decision-maker characteristics-perception-behavioral intention” based on upper echelon theory, coping theory, and complementarity theory, which aims at exploring the factors influencing shops’ motivations of multi-homing behavior, understanding the relationship between shops and platforms, improving platform management and optimizing platform ecosystems. Through collecting and analyzing O2O platform shops’ questionnaires, the results show that: Shops’ perceived value of the complementarity of customer traffic and platform function has a positive impact on their willingness to multi-homing; Transition cost and integration cost have a negative impact on shops’ willingness to multi-homing; Decision makers’ cognitive need and risk avoidance characteristics also affect their willingness to multi-homing to varying degrees.
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Received: 25 July 2023
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