文章基本信息

标题：How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers
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作者：Yini Chen ; Ting Chi
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：16
页码：8983
DOI：10.3390/su13168983
语种：English
出版社：MDPI, Open Access Journal
摘要：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.