Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness

DOI码：

10.1016/j.elerap.2020.101028

发表刊物：

Electronic Commerce Research and Applications

关键字：

In-store mobile usage experience Cross-channel integration perception Product information overload Alternative attractiveness Customer retention

摘要：

Given the growth of e-commerce and the widespread adoption of mobile devices, retailers face the everincreasing challenge of losing customers due to customers’ in-store mobile usage. Although researchers have suggested methods for retaining these customers, few studies have focused on the role of cross-channel integration. Thus, this research draws on experiential learning theory to reveal customers’ reaction process wherein in-store mobile usage experience can improve customers’ retaining decision by managing their perceptions of cross-channel integration in omni-channel retailing. This research further explores the contingency roles of product information overload and alternative attractiveness in regulating the effect of in-store mobile usage experience. A web-based survey of 241 consumers showed that customers’ perceptions of cross-channel integration fully mediate the effect of in-store mobile usage experience on customer retention, whereas product information overload and alternative attractiveness weaken the effect of in-store mobile usage experience. Theoretical and practical implications are further discussed.

合写作者：

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

学科门类：

管理学

文献类型：

J

卷号：

46

页面范围：

13

ISSN号：

1567-4223

是否译文：

否

发表时间：

2021-01-01

发布期刊链接：

https://doi.org/10.1016/j.elerap.2020.101028