Journal
ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
Volume 28, Issue -, Pages 181-193Publisher
ELSEVIER
DOI: 10.1016/j.elerap.2018.02.002
Keywords
Channel integration; Consumer empowerment; Consumer responses; SOR framework; Omni-channel retailing
Categories
Funding
- National Science Foundation of China (NSFC) [71572122, 71532008]
- Ministry of Education of the People's Republic of China [14YJC630194]
- China Scholarship Council [201706255048]
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In order to meet consumer expectations for consistent, uniform, integrated services and experiences across multiple retailing channels, many retailers have tried to create an omni-channel retailing environment through channel integration. This study investigates consumer responses in this new environment. We focus on consumer empowerment, which not only affects consumers' perceived trust and satisfaction about their shopping experiences, but also influences their intention to purchase. Following the stimulus-organism-response (SOR) framework, we propose that channel integration promotes consumer empowerment, resulting in increased trust and satisfaction and improved consumer patronage intention. We empirically test the research framework using data collected from a major omni-channel retailer in China. Our results confirm the significant mediating effect of consumer empowerment and demonstrate consumers' positive responses to channel integration. Our findings are also valuable for retailers to implement and evaluate their channel integration strategy. (C) 2018 Elsevier B.V. All rights reserved.
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