Study on the Impact of Online and Offline Cross Experience on Consumers' Shopping Channel Choice

Wenpei Chen; Yan Feng

doi:10.54097/avy57s26

Authors

Wenpei Chen
Yan Feng

DOI:

https://doi.org/10.54097/avy57s26

Keywords:

Online and offline Cross Experience; Structural Assurance; Consumer Empowerment; Channel Consistency; Willingness to Choose Channels.

Abstract

With the booming development of the Internet and mobile devices, there has been a huge shift in consumer attitudes and consumption patterns. Consumers nowadays perfectly combine rational consumption and emotional life, and are prudent and cautious in their consumption, consciously weighing their consumption choices. In the era of mobile Internet, online and offline channels are cross-fertilised, and consumers tend to search and compare online and offline to make decisions on purchasing channels. This paper empirically analyses the data using questionnaire survey method and structural equation modeling, and the analysis results show that: online and offline cross-experience has a significant positive effect on shopping channel choice intention; online and offline cross-experience has a significant positive effect on structural assurance; structural assurance positively affects shopping channel choice intention; structural assurance mediates between online and offline cross-experience and consumers' shopping channel choice intention; online and offline cross-experience has a positive effect on consumer empowerment; consumer empowerment positively affects consumers' willingness to choose shopping channels; consumer empowerment mediates the relationship between online and offline cross-experience and consumers' willingness to choose shopping channels; channel consistency positively moderates the relationship between structural assurance, consumer empowerment and consumers' willingness to choose shopping channels.

Downloads

Download data is not yet available.

References

Chen C C, Hsiao K L, Hsieh C H. Understanding usage transfer behavior of two way O2O services[J]. Computers in Human Behavior, 2019, 100: 184-191.

Yang Y，Gong Y， Land L P W. Understanding the effects of physical experience and information integration on consumer use of online to offline commerce[J]. International Journal of Information Management, 2020.

Wang Guoshun, Qiu Zihao. Comparison and Synergistic Path Selection between Online and Physical Retail of Retail Enterprises[J]. Finance and Economics Theory and Practice. 2012(4): 110-113.

Wang Fang. Research on the Influential Factors of Omni-Channel Retail Based on Customer Experience Dimension[J]. Business Economics,2021(03):93-94.Schmitt B H, Martínez M. Experiential Marketing[J]. Journal of Marketing Management,1999, 15(1-3):53-67.

PineB J,Gilmore J H.The Experience Economy[J]. Scandinavian Journal of Hospitality & Tourism, 1998, 9(4):173-176.

Barbu C M, Florea D L, Dabija D C, et al. Customer experience in fintech[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2021, 16(5): 1415-1433.

Jing Wang, Yanxing Li. Formation path of online customer experience:An empirical study based on immersion theory[J]. Journal of China University of Geosciences:Social Science Edition, 2015, 15(2):132-139.Menon S, Kahn B. Cross-category effects of induced arousal and pleasure on the internet shopping experience[J]. Journal of retailing, 2002, 78(1): 31-40.

Schlosser A E. Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions[J]. Journal of consumer research, 2003, 30(2): 184-198.

Balasubramanian S, Raghunathan R, Mahajan V. Consumers in a multichannel environment: Product utility, process utility, and channel choice[J]. Journal of interactive marketing, 2005, 19(2): 12-30.

Melero I, Sese F J, Verhoef P C. Recasting the customer experience in today’s omni-channel environment[J]. Universia Business Review, 2016 (50): 18-37.

McCole P, Ramsey E, Kincaid A, et al. The role of structural assurance on previous satisfaction, trust and continuance intention: The case of online betting[J]. Information Technology & People, 2019, 32(4): 781-801.

Sanchez-Loor D A, Chang W S. Experimental study of the effects of structural assurance, personal experiences, and product reviews on repurchase behavior in e-commerce platforms[J]. Electronic Commerce Research, 2022: 1-40.

Xie Qinghong, Zeng Changfa, Fu Xiaorong et al. A study on trust integration of retailer brands online and offline[J]. Research Management, 2015,36(12):110-119.

Zhang M, Ren C, Wang G A, et al. The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment[J]. Electronic commerce research and applications, 2018, 28: 181-193.

Mishra A, Vishvas R. Retail shopper empowerment: A consumer-centric measure for store performance[J]. IIMB Management Review, 2019, 31(1): 20-36.

Chen T Y, Yeh T L, Wu H L, et al. Effect of channel integration quality on consumer responses within omni-channel retailing[J]. Asia Pacific Journal of Marketing and Logistics, 2022.

Zhou Mengke. The change of social structure and the enhancement of consumer power--Consumer empowerment in the era of mobile Internet[J]. Zhejiang Social Science,2021(03):87-93,86,159.McKnight D H, Chervany N L. What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology[J]. International journal of electronic commerce, 2001, 6(2): 35-59.

Zhao Ling, Lu Yaobin, DANG Zhaohua. Research on virtual community trust and community members' purchasing behavior[J]. Industrial Engineering and Management, 2009, 14(3): 105-111.

Sparks B A, Browning V. The impact of online reviews on hotel booking intentions and perception of trust[J]. Tourism management, 2011, 32(6): 1310-1323.

Fang Y, Qureshi I, Sun H, et al. Trust, satisfaction, and online repurchase intention[J]. Mis Quarterly, 2014, 38(2): 407-A9.

Zhang M, Ren C, Wang G A, et al. The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment[J]. Electronic commerce research and applications, 2018, 28: 181-193.

Auh S, Menguc B, Katsikeas C S, et al. When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance link[J]. Journal of marketing research, 2019, 56(6): 1012-1033.

Flavián C, Gurrea R, Orús C. Combining channels to make smart purchases: The role of webrooming and showrooming[J]. Journal of Retailing and Consumer Services, 2020, 52: 101923.

Goraya M A S, Zhu J, Akram M S, et al. The impact of channel integration on consumers’ channel preferences: do showrooming and webrooming behaviors matter?[J]. Journal of Retailing and Consumer Services, 2022, 65: 102130.

K. Melis, K. Campo, E. Breugelmans, L. Lamey, The impact of the multi-channel retail mix on online store choice: does online experience matter? J. Retail. 91 (2) (2015) 272–288.

Z.W.Y. Lee, T.K.H. Chan, A.Y.-L. Chong, D.R. Thadani, Customer engagement through omnichannel retailing: the effects of channel integration quality, Ind. Mark. Manag. 77 (2) (2019) 90–101.

Swoboda B, Winters A. Effects of the most useful offline-online and online-offline channel integration services for consumers[J]. Decision Support Systems, 2021, 145: 113522.

Gao Wei, Liu Yi, Li Xue. Research on the relationship between omni-channel shopping experience and brand loyalty and brand equity-The moderating role of omni-channel consistency and seamlessness[J]. Industrial Engineering and Management,2019,24(04):174-180,196.Pullman M E, Gross M A. Welcome to your experience: Where you can check out anytime you’d like, but you can never leave[J]. Journal of Business and Management, 2003, 9(3): 215-232.

CHEN Xiaoli,BAI Shizhen,CHEN Huafei. Empirical analysis of customers' online and offline purchase channel selection behavior based on perceived risk[J]. Research on Business Economy,2017(17):79-81.

Zhang Mengxia, Yuan Mengqi. The mechanism of initial trust on the market development of cross-border e-commerce platform[J]. Research on Financial Issues, 2020, No.439 (06): 130-138.

Mishra S, Malhotra G, Arora V, et al. Omnichannel retailing: does it empower consumers and influence patronage?[J]. International Journal of Retail & Distribution Management, 2022, 50(2): 229-250.

Swoboda B, Winters A. Effects of the most useful offline-online and online-offline channel integration services for consumers[J]. Decision Support Systems, 2021, 145: 113522.

Chen Ying,Feng Guangcai,REN Lejing. Research on the influence of online-offline interactive experience on consumers' purchase intention in the context of new retail[J]. Productivity Research,2021(02):99-104.