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Results:The analysis results as Results:The analysis results as Objetivo do estudo: o objetivo desse artigo é sistematizar as publicações sobre omnichannel em pequenas e médias empresas, e identificar os temas que estão sendo abordados nessa área, apontando características que ajudem na compreensão do que se está ou não estudando nesse tema.
Metodologia/abordagem: Para alcançar o objetivo, foi realizado uma análise bibliométrica, apontando os principais artigos, autores, os periódicos, metodologia e temática utilizada pelos artigos publicados.
Principais resultados: Foi identificado haver poucos estudos com o foco em omnichannel em pequenas e médias empresas. Destaque para as diversidades metodológicas dos estudos, além de ter sido identificado que a África do Sul é país que mais publicou sobre o tema.
Contribuições teóricas/metodológicas: Como contribuição, além de estruturar e organizar a visão das pesquisas a respeito dos estudos com o foco em omnichannel em pequenas e médias empresas, a pesquisa aponta possíveis gaps que podem ser melhor explorados.
Relevância/originalidade: O estudo aponta que há muitas oportunidades de pesquisa, há carência, por exemplo: estudos que apontem as dificuldades, para implementação de omnichannel em pequenas e médias empresas; abordagens que mapeiam os processos de atendimento e definam o que é necessário de estrutura operacional. scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health. hi@scite.ai 10624 S. Eastern Ave., Ste. A-614 Henderson, NV 89052, USA Copyright © 2024 scite LLC. All rights reserved. Made with 💙 for researchers Part of the Research Solutions Family. supported hypotheses H1a, H1b, H1e, H2, H3. On the other hand, H1c and H1d were rejected. Omni Channel's decision-making convenience, access convenience, post-benefit convenience, price fairness, and personalization characteristics have a significant impact on perceived omni channel attractiveness. On the other hand, transaction convenience and benefit convenience did not significantly affect omni channel attractiveness. attractiveness Omni Channel, which consumers perceived, a positive effect on the intention to Continuous use Omni Channel.Conclusions: This study presents the following theoretical implications. First, based on previous research related to various types of online and offline distribution channels and omni-channel commerce, the characteristics of omni-channel were extracted and the influence relationships between each factor were identified through empirical analysis. Second, this study attempted to verify the impact of detailed convenience on the attractiveness of a channel by taking a multiple approach to the previously studied concept of convenience.The practical implications are as follows. First, this study will help establish better marketing strategies not only for existing companies but also for new companies that want to establish omni channels by identifying how the characteristics of omni channels affect the attractiveness of omni channels.Second, with the results from the Chinese consumers' response to Omni Channel, a marketing strategy that increases the attractiveness of the channel by establishing not only convenience but also fairness and personalization is necessary for Korean companies' overseas expansion.
The Effects of Consumers' Perception of Omni Channel on the
Attractiveness of Channel and Continuous Use Intention
supported hypotheses H1a, H1b, H1e, H2, H3. On the other hand, H1c and H1d were rejected. Omni Channel's decision-making convenience, access convenience, post-benefit convenience, price fairness, and personalization characteristics have a significant impact on perceived omni channel attractiveness. On the other hand, transaction convenience and benefit convenience did not significantly affect omni channel attractiveness. attractiveness Omni Channel, which consumers perceived, a positive effect on the intention to Continuous use Omni Channel.Conclusions: This study presents the following theoretical implications. First, based on previous research related to various types of online and offline distribution channels and omni-channel commerce, the characteristics of omni-channel were extracted and the influence relationships between each factor were identified through empirical analysis. Second, this study attempted to verify the impact of detailed convenience on the attractiveness of a channel by taking a multiple approach to the previously studied concept of convenience.The practical implications are as follows. First, this study will help establish better marketing strategies not only for existing companies but also for new companies that want to establish omni channels by identifying how the characteristics of omni channels affect the attractiveness of omni channels.Second, with the results from the Chinese consumers' response to Omni Channel, a marketing strategy that increases the attractiveness of the channel by establishing not only convenience but also fairness and personalization is necessary for Korean companies' overseas expansion.
Omnichannel: O que tem sido estudado em pequenas e médias empresas?
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