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Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach

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  • Shi, Si
  • Wang, Yi
  • Chen, Xuanzhu
  • Zhang, Qian

Abstract

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.

Suggested Citation

  • Shi, Si & Wang, Yi & Chen, Xuanzhu & Zhang, Qian, 2020. "Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach," International Journal of Information Management, Elsevier, vol. 50(C), pages 325-336.
    • Handle: RePEc:eee:ininma:v:50:y:2020:i:c:p:325-336
    DOI: 10.1016/j.ijinfomgt.2019.09.001
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    Cited by:

    1. Paula Rodríguez–Torrico & Sonia San-Martín & Rebeca San José Cabezudo, 2022. "¿Conectamos? El marketing relacional en la era del mix de canales," DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    2. Christiane Lehrer & Manuel Trenz, 2022. "Omnichannel Business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 687-699, June.
    3. Lim, Xin-Jean & Cheah, Jun-Hwa & Dwivedi, Yogesh K. & Richard, James E., 2022. "Does retail type matter? Consumer responses to channel integration in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Shakir Goraya, M. Awais & Zhu, Jing & Akram, Muhammad Shakaib & Shareef, Mahmud Akhter & Malik, Aneela & Bhatti, Zeeshan Ahmed, 2022. "The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    6. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    7. Tagashira, Takumi, 2022. "Information effects of warehouse automation on sales in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    9. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Intissar AYACHI & Rym ELAMRI TRABELSI, 2023. "Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1330-1344, December.
    11. Behl, Abhishek & Jayawardena, Nirma & Nigam, Achint & Pereira, Vijay & Shankar, Amit & Jebarajakirthy, Charles, 2023. "Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach," Journal of Business Research, Elsevier, vol. 158(C).
    12. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    13. Wetzels, Ruud W.H. & Klaus, Philipp “Phil†& Wetzels, Martin, 2023. "There is a secret to success: Linking customer experience management practices to profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    14. Vipul Patel, 2024. "Profiling ROPO Shoppers: Shopping Value Perspective," Business Perspectives and Research, , vol. 12(3), pages 344-360, July.
    15. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Banik, Shanta & Gao, Yongqiang, 2023. "Exploring the hedonic factors affecting customer experiences in phygital retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Mostaghel, Rana & Oghazi, Pejvak & Parida, Vinit & Sohrabpour, Vahid, 2022. "Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends," Journal of Business Research, Elsevier, vol. 146(C), pages 134-145.
    18. Luis Ignacio Álvarez-González & María Jesús Barroso-Méndez & Clementina Galera-Casquet & Víctor Valero-Amaro, 2023. "The impact of technologies on society through NPO-social enterprise value co-creation," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-15, December.
    19. Ologunebi, John, 2023. "An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark," MPRA Paper 119040, University Library of Munich, Germany.
    20. Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
    21. Gang Chen & Shuaiyong Xiao & Chenghong Zhang & Huimin Zhao, 2023. "A Theory-Driven Deep Learning Method for Voice Chat–Based Customer Response Prediction," Information Systems Research, INFORMS, vol. 34(4), pages 1513-1532, December.
    22. Zhang, Xueting & Park, Younggeun & Park, Jaejin & Zhang, Hao, 2024. "Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    23. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    24. Prassida, Grandys Frieska & Hsu, Ping-Yu, 2022. "The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    25. Quach, Sara & Barari, Mojtaba & Moudrý, Dann Vit & Quach, Ken, 2022. "Service integration in omnichannel retailing and its impact on customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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