摘要：Online to offline is a new business mode combining the online shopping and the front line transactions. No previous studies have simultaneously examined these variables as antecedents of e-loyalty intention or the possible relationships among them within O2O platform. Our paper has examined the effects of inertia; perceived ease of use, customization and quality of offering on the consumer's switching costs. These findings provide a theoretical foundation for academics and also practical guidelines for service providers in dealing with the promotion of loyalty at O2O platforms.
