Multichannel integration quality, online perceived value and online purchase intention

Abstract

Purpose The purpose of this paper is to understand the role of multichannel integration quality in enhancing online perceived value and online purchase intention via the online store operated by a land-based retailer. Design/methodology/approach This paper develops a research model based on the “quality-value-purchase” chain, with four dimensions of multichannel integration quality as antecedents and three dimensions of online perceived value as mediators of online purchase intention. Empirical data were collected from 390 multichannel shoppers and structured equation modeling was used to test the research hypotheses. Findings Among the four multichannel integration quality dimensions, transparency of service configuration, process consistency and business ties positively affect online purchase intention through online perceived value, whereas the effects of information consistency are not significant; process consistency exerts a stronger influence on online perceived value than business ties; the effect of online convenience on online purchase intention is weaker than that of online monetary savings and online hedonic value. Research limitations/implications The study identifies the theoretical principles of the relationships among multichannel integration quality, online perceived value and online perceived value in multichannel context. Based on these theoretical principles, this study will help researchers to better understand consumers’ online purchase intention and the creation of online perceived value in the integrated multichannel context. Practical implications The findings of this study can provide retailers with useful strategies to increase online purchase intention depending on improvement of multichannel integration quality and online perceived value. Originality/value This study provides a first study to empirically assess various types of online perceived value attached to multidimensional properties of multichannel integration quality and the corresponding effects on online purchase intention. Overall, the results offer insights of how land-based retailers could manage their online performance by integrating multiple channels and improving online perceived value.

Multichannel integration quality: A systematic review and agenda for future research

“…Transparency of channels refers to consumer awareness of the available channels of a firm and services offered through those channels (Shen et al, 2018;Sousa & Voss, 2006). It is the firm's effort to inform customers about different channels and service capability of each channel (Hsieh et al, 2012;Sousa & Voss, 2006;Wu & Chang, 2016 From the above statement, it is evident that banks' strategy to inform customers about their different channels and channel features are perceived helpful by customers. Firms can utilize different campaigns to make customers aware of available channels which in turn will lead to increased channel usage intention (Shen et al, 2018).…”

“…Information consistency refers to the degree where information transmitted from the firm is uniform within all the channels (Banerjee, 2014;Oh & Teo, 2010). Customers expect information regarding product descriptions, price, assortment details, delivery details, and promotions are consistent within all channels (Wu & Chang, 2016). The above statement shows consistent information through all the service delivery channels of the firm is associated with reliability.…”

Pengaruh persepsi online store dan offline store pada persepsi nilai dan dampaknya terhadap minat beli pada produk fashion

“…Hasilnya menggambarkan bahwa pengguna niat kelanjutan ditentukan oleh kepuasan mereka dengan penggunaan perbankan online dan manfaat yang dirasakan berlanjut penggunaan perbankan online. Beberapa penelitian menunjukkan menunjukkan validitas ECM di berbagai produk TI dan layanan (Stone and Baker-Eveleth 2013;Hsu & Lin, 2015;Wu & Chang, 2016). Sementara pelanggan merasakan nilai produk dan layanan, kepuasan tion dan niat untuk membeli akan meningkat.…”

How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention

“…Five items for breadth were adopted from Lee and Kim [51] to describe a channel's variety. The items used to measure transparency (three items) and process consistency (three items) were adopted from Wu and Chang [52]. We used five items adopted from Oh et al [25] to measure content consistency.…”