IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i13p6993-d579397.html
   My bibliography  Save this article

Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers

Author

Listed:
  • Caroline Kopot

    (Department of Textile and Apparel Management, University of Missouri, Columbia, MO 65211, USA)

  • Brenda J. Cude

    (Department of Financial Planning, Housing and Consumer Economics, University of Georgia, Athens, GA 30602, USA)

Abstract

In recent years, fashion department stores have struggled to sustain their foothold in the competitive market due to changing consumer behavior as well as technological advancement. This study aimed to examine customers’ perspectives on the shopping channels of omnichannel fashion department stores. The analysis was based on data from 552 customers who shopped at U.S. omnichannel fashion department stores. Confirmatory factor analysis and structural equation modeling were utilized to analyze the hypothesized relationship. The results showed that brand attitude mediated the influence of perceived fluency of customers’ purchase intentions in the omnichannel fashion department store setting. Content consistency and process consistency also positively affected customers’ perceived fluency of the channels of those fashion department stores. Customers are more likely to purchase from a fashion department store that provides consistent content and processes across the multiple shopping channels from which they can purchase merchandise. Further, customers value consistency of the content and processes across all fashion department store channels. The results are insightful especially for industry practitioners, as it enables them to develop a sustainable omnichannel business strategy by focusing on the depth of the channels and channel consistencies (content and process) while improving customers’ purchase intention from their stores.

Suggested Citation

  • Caroline Kopot & Brenda J. Cude, 2021. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
  • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:6993-:d:579397
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/13/6993/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/13/13/6993/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fan, Xiaojun & Chai, Zeli & Deng, Nianqi & Dong, Xuebing, 2020. "Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    3. Jiwang Yin & Xiaodong Qiu, 2021. "AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    4. Fe Yoo & Hye Jung Jung & Kyung Wha Oh, 2021. "Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    5. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print halshs-01595944, HAL.
    6. Barbara H. Wixom & Peter A. Todd, 2005. "A Theoretical Integration of User Satisfaction and Technology Acceptance," Information Systems Research, INFORMS, vol. 16(1), pages 85-102, March.
    7. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Foroudi, Mohammad M. & Kitchen, Philip J., 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Journal of Business Research, Elsevier, vol. 89(C), pages 462-474.
    8. Pantea Foroudi & Zhongqi Jin & Suraksha Gupta & Mohammad M. Foroudi & Philip Kitchen, 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Post-Print hal-01813914, HAL.
    9. Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    10. William H. DeLone & Ephraim R. McLean, 1992. "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, INFORMS, vol. 3(1), pages 60-95, March.
    11. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print hal-02002141, HAL.
    12. Sohyun Park & Keumsook Lee, 2021. "Examining the Impact of E-Commerce Growth on the Spatial Distribution of Fashion and Beauty Stores in Seoul," Sustainability, MDPI, vol. 13(9), pages 1-20, May.
    13. Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Peng Vincent Zhang & Seoyoung Kim & Anindita Chakravarty, 2023. "Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 310-333, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    3. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Dey, Bikash Koli & Sarkar, Mitali & Chaudhuri, Kripasindhu & Sarkar, Biswajit, 2023. "Do you think that the home delivery is good for retailing?," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Sharma, Neeru & Fatima, Johra Kayeser, 2024. "Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2020. "Combining channels to make smart purchases: The role of webrooming and showrooming," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2020. "How to measure quality in multi-channel retailing and not die trying," Journal of Business Research, Elsevier, vol. 109(C), pages 38-48.
    9. Julián Chaparro-Peláez & Emiliano Acquila-Natale & Ángel Hernández-García & Santiago Iglesias-Pradas, 2020. "The Digital Transformation of the Retail Electricity Market in Spain," Energies, MDPI, vol. 13(8), pages 1-18, April.
    10. Zhisong Chen & Chaonan Tang & Jianhui Peng, 2023. "Nominal effect vs actual effect: overconfidence in a consignment omnichannel," Electronic Commerce Research, Springer, vol. 23(2), pages 843-876, June.
    11. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    12. Park, Joonyong & Kim, Renee B., 2022. "Importance of offline service quality in building loyalty of OC service brand," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Shankar, Amit & Jain, Sheetal, 2021. "Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Errajaa, Karim & Hombourger-Barès, Sabrina & Audrain-Pontevia, Anne-Françoise, 2022. "Effects of the in-store crowd and employee perceptions on intentions to revisit and word-of-mouth via transactional satisfaction: A SOR approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    15. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    16. Omar, Suha & Mohsen, Kholoud & Tsimonis, Georgios & Oozeerally, Adam & Hsu, Jen-Hsien, 2021. "M-commerce: The nexus between mobile shopping service quality and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    17. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Garrouch, Karim & Ghali, Zohra, 2023. "On linking the perceived values of mobile shopping apps, customer well-being, and customer citizenship behavior: Moderating role of customer intimacy," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Paula Rodríguez–Torrico & Sonia San–Martín & Rebeca San José Cabezudo, 2020. "Consumer behavior using multiple channels: a review," DOCFRADIS Working Papers 2002, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2020.
    20. Chang, Ya Ping & Li, Jingwen, 2022. "Seamless experience in the context of omnichannel shopping: scale development and empirical validation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:6993-:d:579397. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.