IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i16p8983-d612435.html
   My bibliography  Save this article

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Author

Listed:
  • Yini Chen

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

  • Ting Chi

    (Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA)

Abstract

In recent years, fashion brands and retailers have been advancing rapidly to provide U.S. consumers more seamless omni-channel shopping experiences. The pandemic has further accelerated the growth of omni-channel shopping. This study aimed to explore the effects of channel integration in six aspects (i.e., promotion, product and price, transaction information, information access, order fulfillment, and customer service) on the U.S. consumers’ intentions to use three omni-channel shopping methods: buy online pick-up in-store (BOPI), buy online curbside pickup (BOCP), and buy in-store home delivery (BIHD). We proposed a mediation model to test the effects through consumer perceived values (hedonic value, utilitarian value), perceived risk, and perceived behavioral control. Furthermore, this study explored the moderating effect of perceived COVID-19 vulnerability on the relationships between consumers’ internal evaluations of channel integration and their shopping method selection intentions. A total of 516 eligible responses were gathered through a survey of U.S. consumers. Multiple regressions were applied to test the hypotheses. Six types of channel integration showed significant effects on the U.S. consumers’ internal evaluations, which in turn influence their intentions to use certain types of omni-channel shopping methods. Overall, the proposed model exhibits a satisfactory explanatory power.

Suggested Citation

  • Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8983-:d:612435
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/16/8983/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/16/8983/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
    2. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    3. Mariadoss, Babu John & Chi, Ting & Tansuhaj, Patriya & Pomirleanu, Nadia, 2016. "Influences of Firm Orientations on Sustainable Supply Chain Management," Journal of Business Research, Elsevier, vol. 69(9), pages 3406-3414.
    4. Randheer Kokku, 2021. "Omni and Multi-Channel: Relationship with Utilitarian/Hedonic Benefits, Shopping Value and Channel Patronage," International Review of Management and Marketing, Econjournals, vol. 11(2), pages 11-22.
    5. Sophie Jeanpert & Gilles Paché, 2016. "Successful multi-channel strategy : mixing marketing and logistical issues," Post-Print hal-01429806, HAL.
    6. Yeonjoo Lee & Sunmee Choi & Joy M. Field, 2020. "Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service," Operations Management Research, Springer, vol. 13(3), pages 218-232, December.
    7. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(2), pages 109-110, August.
    8. MacCarthy, Bart L. & Zhang, Lina & Muyldermans, Luc, 2019. "Best Performance Frontiers for Buy-Online-Pickup-in-Store order fulfilment," International Journal of Production Economics, Elsevier, vol. 211(C), pages 251-264.
    9. Ladhari, Riadh & Souiden, Nizar & Dufour, Béatrice, 2017. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 10-18.
    10. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    11. Karine Picot-Coupey & Nina Krey & Elodie Huré & Claire-Lise Ackermann, 2021. "Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale," Post-Print hal-02572817, HAL.
    12. Kihyung Kim & Sang-Lin Han & Young-Yong Jang & Yun-Chang Shin, 2020. "The Effects of the Antecedents of “Buy-Online-Pick-Up-In-Store” Service on Consumer’s BOPIS Choice Behaviour," Sustainability, MDPI, vol. 12(23), pages 1-15, November.
    13. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    14. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    15. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    16. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(1), pages 1-2, May.
    17. Beck, Norbert & Rygl, David, 2015. "Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 170-178.
    18. Picot-Coupey, Karine & Krey, Nina & Huré, Elodie & Ackermann, Claire-Lise, 2021. "Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale," Journal of Business Research, Elsevier, vol. 126(C), pages 578-590.
    19. Chi, Ting & Sun, Yao, 2013. "Development of firm export market oriented behavior: Evidence from an emerging economy," International Business Review, Elsevier, vol. 22(1), pages 339-350.
    20. Daunt, Kate L. & Harris, Lloyd C., 2017. "Consumer showrooming: Value co-destruction," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 166-176.
    21. Ting Chi & Jessica Ganak & Lauren Summers & Olabisi Adesanya & Lindsay McCoy & Hang Liu & Yining Tai, 2021. "Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    22. Paulo Renato de Sousa & Marcelo Werneck Barbosa & Leise Kelli de Oliveira & Paulo Tarso Vilela de Resende & Ricardo Ruiz Rodrigues & Myrian Teixeira Moura & Daniel Matoso, 2021. "Challenges, Opportunities, and Lessons Learned: Sustainability in Brazilian Omnichannel Retail," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    23. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    24. Xu, Xun & Jackson, Jonathan E., 2019. "Examining customer channel selection intention in the omni-channel retail environment," International Journal of Production Economics, Elsevier, vol. 208(C), pages 434-445.
    25. Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    26. Pantano, Eleonora & Viassone, Milena, 2015. "Engaging consumers on new integrated multichannel retail settings: Challenges for retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 106-114.
    27. Chi, Ting & Kilduff, Peter P.D., 2011. "Understanding consumer perceived value of casual sportswear: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 422-429.
    28. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    29. Bradlow, Eric T. & Gangwar, Manish & Kopalle, Praveen & Voleti, Sudhir, 2017. "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 79-95.
    30. Li, Gang & Zhang, Tao & Tayi, Giri Kumar, 2020. "Inroad into omni-channel retailing: Physical showroom deployment of an online retailer," European Journal of Operational Research, Elsevier, vol. 283(2), pages 676-691.
    31. Kumar, Archana & Kim, Youn-Kyung, 2014. "The store-as-a-brand strategy: The effect of store environment on customer responses," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 685-695.
    32. Jin, Ming & Li, Gang & Cheng, T.C.E., 2018. "Buy online and pick up in-store: Design of the service area," European Journal of Operational Research, Elsevier, vol. 268(2), pages 613-623.
    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. 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).
    2. Lindsay McCoy & Ting Chi, 2022. "Collaborative Consumption: A Study of Sustainability Presentation in Fashion Rental Platforms," Sustainability, MDPI, vol. 14(14), pages 1-25, July.

    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. 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).
    2. Mirzabeiki, Vahid & Saghiri, Soroosh Sam, 2020. "From ambition to action: How to achieve integration in omni-channel?," Journal of Business Research, Elsevier, vol. 110(C), pages 1-11.
    3. Kim, Sehoon & Connerton, Timothy Paul & Park, Cheongyeul, 2022. "Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior," Journal of Business Research, Elsevier, vol. 139(C), pages 411-425.
    4. Alexander, Bethan & Kent, Anthony, 2022. "Change in technology-enabled omnichannel customer experiences in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Mitxel Cotarelo & Teresa Fayos & Haydeé Calderón & Alejandro Mollá, 2021. "Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    6. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    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. von Briel, Frederik, 2018. "The future of omnichannel retail: A four-stage Delphi study," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 217-229.
    9. Saghiri, Soroosh & Wilding, Richard & Mena, Carlos & Bourlakis, Michael, 2017. "Toward a three-dimensional framework for omni-channel," Journal of Business Research, Elsevier, vol. 77(C), pages 53-67.
    10. 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.
    11. Xu, Xun & Jackson, Jonathan E., 2019. "Investigating the influential factors of return channel loyalty in omni-channel retailing," International Journal of Production Economics, Elsevier, vol. 216(C), pages 118-132.
    12. 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.
    13. 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.
    14. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    15. Gaetano Aiello, 2017. "Products moving along channels, consumers cross channels," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 7-11.
    16. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Hauser, Matthias & Flath, Christoph M. & Thiesse, Frédéric, 2021. "Catch me if you scan: Data-driven prescriptive modeling for smart store environments," European Journal of Operational Research, Elsevier, vol. 294(3), pages 860-873.
    18. Baier, Daniel & Rese, Alexandra, 2020. "How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    19. Ionica Oncioiu & Iustin Priescu & Geanina Silviana Banu & Narcis Chirca, 2023. "Green Consumers’ Responses to Integrated Digital Communication in the Context of Multichannel Retail," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    20. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.

    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:16:p:8983-:d:612435. 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.