Online-to-Offline (O2O) Commerce: Factors that Influence Consumers’ Offline Purchase Intention through eWOM

The rise of e-commerce has affected the retail industry in Malaysia, in which offline store retailers are having a hard time maintaining its offline store due to lack of profit gained and visits to their offline store. Some offline retailers struggled to keep their offline store open and eventually cause them to permanently shut it down. These unfortunate circumstances have caused malls closure over the past years due to the influx of retail supply, and the ongoing digital disruption in the retail industry. Purpose – The research aims to explore the new trend of online-to-offline (O2O) commerce in bridging the occupancy rate issue that Malaysian’s retail industry is facing (Savills, 2018) in the context of fashion industry.