Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs

DOI码：

10.1016/j.dss.2017.12.010

发表刊物：

Decision Support Systems

项目来源：

"71622009 71571169 71571178"

关键字：

Omnichannel retailing, Cross-channel integration, Showrooming, Customer retention, Interest in alternatives

摘要：

Although omnichannel retailing has gained significant interest among academics and practitioners, the mechanisms through which customers react to Cross-Channel Integration (CCI) in omnichannel retailing remain unclear. To this end, this study builds on the Push-Pull-Mooring (PPM) framework to unpack the processes through which uncertainty, identity attractiveness, and switching costs ofomnichannel retailers play pushing, pulling, and mooring roles in shaping customers' reaction to CCI. We further explore the moderating influence of showrooming in these relationships. Survey findings reveal that uncertainty, identity attractiveness, and switching costs ofomnichannel retailers partiallymediate the effect ofCCI on customer retentionwhile fullymediating the relationship between CCI and interest in alternatives. We also uncovered that customer showrooming strengthens thenegative relationship betweenCCI and retailer uncertainty.We conclude this paperwith theoretical and practical implications ofour findings.

备注：

This work was supported by the National Natural Science Foundation of China (NSFC: 71622009, 71571169, and 71571177).

合写作者：

Li, Yang, Liu, Hefu*, Lim, T.K. Eric, Goh, JieMein, Feng, Yang, & Lee, Matthew.

卷号：

109

页面范围：

50-60

ISSN号：

0167-9236

是否译文：

否

发表时间：

2018-01-01

发布期刊链接：

https://doi.org/10.1016/j.dss.2017.12.010