Author(s): Kanwal Kapil
Online to Offline Model is fast catching up in India and is still an unexplored territory for a lot of organizations. Unique features of O2O commerce and their affect on consumer use of O2O commerce is a huge research gap to be yet explored. In this research paper, we try to study the impact of emotion and cognition on the customer loyalty in the O2O context. The paper uses research model integrating customer loyalty and cognition to influence of the features of O2O commerce on consumer use intention. The research model is tested with data collected from a field survey using structural equation modelling. The findings validate that the two will influence customer loyalty in the online to offline business model