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Online-to-offline (O2O) commerce is a popular business model which links offline business activities with online channels. Consumer behavior in O2O commerce is more complex than in other traditional business models as both online and offline channels are involved. Despite the growing number of publications focused on this issue, no review paper has discussed the current research trends and factors influencing consumer behavior in O2O commerce. Therefore, this review aimed to synthesizedoi:10.3390/su14137842 fatcat:fnxjy5q5lrfq7b4bpyzzdcsopu