The Role of Multichannel Integration, Trust and Offline-to-Online Customer Loyalty Towards Repurchase Intention: an Empirical Study in Online-to-Offline (O2O) e-commerce

In the current information system literature, the role of trust and customer loyalty towards repurchase intention has been widely discussed. However, there are still limited discussions regarding this topic in the emerging multichannel Online-to-Offilne (O2O) e-commerce context. Thus, the purpose of this research is to examine the influence of multichannel integration and trust towards offline loyalty and online loyalty to repurchase intention. This research conducts quantitative method with Structural Equation Modeling (SEM) by using 311 respondent data from O2O e-commerce users in Greater Jakarta Area. The research findings show that both multichannel integration and trust have significant effect toward both customer online loyalty and customer offline loyalty that drive customer repurchase intention. The implications of these findings are discussed. (C) 2019 The Authors. Published by Elsevier B. V.