Balance cues of online-offline channel integration: Considering the moderating role of customer's showrooming motivation

DOI码：

10.1016/j.im.2021.103535

发表刊物：

Information & Management

项目来源：

"2020AAA0103804 71971202 72002062"

关键字：

Perceived information integration Perceived fulfillment integration Showrooming motivation IS success model Cue congruence theory Response surface methodology

摘要：

Although omni-channel retailers have made substantial investments in online-offline channel integration, they face the challenge of how to best present these valuable systems to retain customers. Based on cue congruence theory, this study examined the congruence and incongruence between perceived information integration and fulfillment integration on customer retention, and further considered the moderating role of showrooming motivation. Results showed that incongruence was negatively related to customer retention, whereas congruence had a nonlinear effect. Additionally, an asymmetrical incongruence effect was observed, and showrooming motivation was found to amplify the influence of congruence and incongruence. Theoretical and practical implications are discussed.

备注：

This work was supported by the National Key R–D Program of China [2020AAA0103804]; supported by the National Natural Science Foundation of China [71971202, 72002062].

合写作者：

Fang, Jie, Liu, Hefu, & Li, Yang*

学科门类：

管理学

文献类型：

J

卷号：

58

期号：

8

页面范围：

13

ISSN号：

0378-7206

是否译文：

否

发表时间：

2020-01-01

发布期刊链接：

https://doi.org/10.1016/j.im.2021.103535