The delivery service business model is the final link in logistics for both online-and-offline (O2O) businesses. O2O business models combine e-commerce and physical commerce, using online marketing techniques to drive consumption in physical channels. Regarding collaborative recommendation, a recommendation mechanism involves two or more parties, such as logistics, retail firms and e-commerce operators, working together to obtain necessary consumer information and knowledge, such as profiles and preferences, as the basis for personalized product recommendations. Thus, delivery service and O2O purchasing integration for retail collaborative recommendations development are valuable research issues on retail and distribution management.
This study implements two-stage data mining analytics for clustering and association rules analysis, to investigate Taiwan consumers' (n = 2,169) preferences for delivery service. This process clarifies delivery service and O2O purchasing behaviours and preferences to find knowledge profiles/patterns/rules for retail collaborative recommendations.
This study first found several knowledge profiles/patterns/rules on our subjects. Discussion and implications for Taiwan retail and delivery service operators are also presented. The research findings show that delivery service is a valuable resource for O2O business models for retail collaborative recommendations.
Regarding originality and value, collaborative recommendation is a mechanism that seeks to understand consumers' lives and context. From the retail perspective, delivery and retail operators can join to discover valuable data on the platform through interactive data on consumer preferences for delivery service and O2O purchasing. These operators can then summarize the information to make collaborative recommendations more accurately, thus increasing O2O purchasing.
