The effect of Consumer Feedback on Consumer’s Purchase Intention foronline to offline Services: Mediating and Moderating Analysis

Abstract

The study inculcates the addition in the body of knowledge about the consumer feedback on consumer’s purchase
intentions for online to offline products or services. E-satisfaction through experiential values used as a mediator
and service excellence as a moderator. 150 out of 180 valid questionnaires that were obtained from online to offline
(O2O) consumers and having experience on online stores. The partial least square (PLS)-3 is used for measurement
model and structural model for testing hypotheses. The findings suggested that the consumer feedback has a positive
relationship with purchase intention in O2O goods. E-satisfaction through experiential value as a mediator
significantly affects the purchase intentions and has partial association. Service excellence as a moderator
enhanced the effect on the satisfaction and purchase intentions on store services of O2O products. This study
demonstrated some suggestions for managers, marketers, and researchers for improving the consumer feedback and
purchase intentions. Limitations of study are also discussed.