Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

Abstract

As omnichannel shopping behavior becomes increasingly popular among consumers, how to leverage the respective advantages and synergies of online and offline channels to retain customers for a long time is an urgent issue for retailers to solve. The purpose of this study is to explore the key advantages of online and offline channels influencing the omnichannel shopping experience in the decision-making process, and investigate their impact on consumer perceived value and brand relationship performance, as well as the interaction effect of online channel advantages and offline channel advantages. This study identifies the key advantages of online channels (search convenience, customer-generated information richness, and social connection) and offline channels (direct product experience, sales-staff assistance, and servicescape aesthetics) through a qualitative study and relevant literature review. Then, the proposed research framework was tested using the structural model equation in AMOS and hierarchical regression techniques in SPSS utilizing data from 347 shoppers. The results show that all variables except customer-generated information richness have positive impact on consumer perceived value. Other than search convenience and customer-generated information richness, consumer perceived value mediates the effect of other variables on brand relationship performance. Additionally, the interaction effect of online and offline channel advantages positively impacts consumer perceived value.

The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

“…Social networking platforms are known to influence consumer behavior and foster purchase intention in omni-channel retail [69,70]. Social influence is largely responsible for consumers' preference for omni-channel retail [71], favoring consumer behavior. Therefore, the following hypotheses are postulated: H9.…”

Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shopping

“…In digital settings like fashion apps, various factors shape perceived value (Keeney, 1999). While past research has examined it in traditional retail, there is growing interest in applying this concept to online retail, particularly in fashion apps (Mencarelli and Lombart, 2017;Zhao et al, 2023). Moreover, a thoughtfully designed online platform can elevate the perceived value of a product or service and make it more appealing to consumers (Jiang et al, 2022;Patel et al, Impact of fashion app emotional attachment 2020).…”

“…In digital settings like fashion apps, various factors shape perceived value (Keeney, 1999). While past research has examined it in traditional retail, there is growing interest in applying this concept to online retail, particularly in fashion apps (Mencarelli and Lombart, 2017; Zhao et al , 2023).…”

How brick-and-mortar retailers and grocery delivery platforms influence purchase intention?

“…Convenience refers to the ability to use something without hassle (Ray et al, 2019). In the OGS context, convenience refers to the speed and ease with which consumers can use GDPs to search, select nearby stores and desired products and complete payments (Zhao et al, 2023). The purchase process of OGS mainly includes online ordering and offline delivery stage (Hoang and Breugelmans, 2022).…”