L IMITATION AND FUTURE RESEARCH

1. Due to the limitation of time to do research, this study only focused on promotional O2O, one of five O2O business models. We did not research critical success factors of transaction O2O, try-on O2O, complementary O2O

and crowdsourcing O2O. The study will be more reliable if complete other types of O2O business model.

2. We cannot make certain that types of O2O business model are always five in O2O world. In the modern era, technologies application and Internet have changed customer behavior and preference in each of daily part with a fast speed. Companies have constantly finding a strategic model to enter a new market. Therefore, the O2O business model will be constantly improved and changed to another new type of O2O business model. Since that, the research should be reexamined.

3. In this study, the panel of experts is made up of management since it seems like managers have more understanding the project process with technological, management and organizational aspect and it is hard to interview different position in the O2O project without enough research time.

However, the more comprehensive and reliable information is provided by panel of experts should with different roles.

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