期刊
INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
卷 50, 期 -, 页码 325-336出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijinfomgt.2019.09.001
关键词
Experience; Omnichannel retailing; Survey instrument development; Innovation diffusion theory; Perceived compatibility; Perceived risk
资金
- National Natural Science Foundation of China [71502140]
- Sichuan Province Philosophy and Social Science Program Funds [SC18B130]
- Sichuan Provincial Department of Education Social Science Research Funds [2018120016]
Advances in information and communication technologies (ICT) have led to the revolution in retail industry through integrating multiple available channels to enhance seamless customer experience, promoting a shift from multichannel to omnichannel business. This phenomenon has gained increasing attention in both academia and industry due to growing challenges to serve customers effectively. This study adopted a mixed-method approach to firstly conceptualize omnichannel customer experience and develop a survey instrument. Then, this study draws on the innovation diffusion theory to develop a nomological model that posits perceived compatibility and perceived risk as key linking mechanisms between omnichannel experience and omnichannel shopping intention. To achieve our research objective, we collected two data sets including pretest (n = 141) and model test (n = 377). We found that the constructs that represented our omnichannel experience conceptualization were good predictors of perceived compatibility and perceived risk, which further impact customers' shopping intention. This study provides a rich conceptualization of an instrument for omnichannel customer experience that can serve as a springboard for future research to investigate the antecedents and impacts of omnichannel experience and can be used as a guide to design effective omnichannel retailing strategy.
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