What Drives Customer Engagement in Omnichannel Retailing? The Role of Omnichannel Integration, Perceived Fluency, and Perceived Flow

Li, Yang; Gong, Xiang

doi:10.1109/tem.2021.3138443

Cited by 13 publications

(29 citation statements)

References 97 publications

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“…Through social media (or social networks), users can share information and media. They also constitute an important marketing channel for brands and firms to engage with their customers [93], [94], [95], [96], [97]. Twitter [93], [98] and Facebook [99] are among the most studied.…”

Section: A Research Trend 1: Platforms In the Sharing Economymentioning

confidence: 99%

A Bibliometric Review of the Business Platforming Literature: Theoretical Cornerstones and Research Trends

Domenico

Schiele

2024

IEEE Trans. Eng. Manage.

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Scholarly interest in business platforms has risen consistently in the past 10 years. As a pervasive topic in the business literature, business platforms are addressed not only in the management field but also in domains, such as economics, strategy, marketing, engineering, and information technology. We provide a review of the literature on business platforms using a bibliometric methodology. In doing so, we extend the scope of research by including the closely related topic of business ecosystems. Bibliometric techniques allow consideration of a broad selection of papers with a consequent reduction in bias. We start with a selection of 1914 publications from 2009 to 2022. First, we identify the theoretical cornerstones employing cocitation analysis. This technique allows us to determine the fundamental literature, including documents that date back to previous decades. Then, we employ bibliographic coupling to determine the most recent research trends, limiting the span to the 2018-2022 period. Finally, we propose a research agenda based on the identified gaps in current research trends.

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Section: A Research Trend 1: Platforms In the Sharing Economymentioning

confidence: 99%

A Bibliometric Review of the Business Platforming Literature: Theoretical Cornerstones and Research Trends

Domenico

Schiele

2024

IEEE Trans. Eng. Manage.

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Section: Theoretical Backgroundmentioning

confidence: 99%

“…Different from multichannel retailing, which operates channels separately to fulfill different customer needs ( Ailawadi and Farris, 2017 ), omnichannel retailing aims to integrate separate online and offline channels to provide a seamless customer experience ( von Briel, 2018 ; Li and Gong, 2022 ). In the omnichannel retailing context, customers can adopt different channels for product search, product purchase, and after-sale service ( Li and Gong, 2022 ). Take Suning.com as an example, where mobile commerce customers can experience virtual shopping in an omnichannel retailer’s digital stores, at the same time, they can also have a shopping experience in the physical store with the help of offline retailer’s assistance ( Li et al, 2019 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In the omnichannel retailer’s offline stores, customers can feel, touch, and try products before they purchase them ( Huang et al, 2017 ; Li and Gong, 2022 ). This suggests that the customers can get more information about the products ( Rodríguez-Torrico et al, 2017 ) where customers have high personal involvement.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

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Predicting review helpfulness in the omnichannel retailing context: An elaboration likelihood model perspective

Zhang

Jiang²,

Zhou³

et al. 2022

Front. Psychol.

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As increasingly retail enterprises have adopted the omnichannel retailing strategy, both online-generated and offline-generated reviews should be considered to better understand the helpfulness of online reviews in the omnichannel retailing context. Drawing on the Elaboration Likelihood Model, the present study attempts to examine the impacts of review label volume, review content length, and review label-content relevance on review helpfulness in the omnichannel retailing context. The empirical data of 2,822 product reviews were collected from Suning.com. The results of Negative Binomial Regression showed that both central cue (review label-content relevance) and peripheral cue (review content length) positively affect review helpfulness. Specifically, the positive effect of review content length on review helpfulness will be stronger when the online review is submitted from an omnichannel retailer’s online store. On the contrary, the positive effect of review label-content relevance on review helpfulness will be weaker when the online review is generated from an omnichannel retailer’s online channel.

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“…The literature has indicated that the effect of OOCI might differ in terms of its dimensions (Oh et al, 2012;Zhu, 2004), particularly for its effect on supply chain resilience (Al Naimi et al, 2020;Liu and Lee, 2018). Specifically, information integration, transaction integration and service integration are proposed as three core components of OOCI (Li and Gong, 2022;Zhu, 2004). Some researchers have argued the three components are of equal conceptual importance (Oh et al, 2012;Song et al, 2019), whereas others have argued information integration and transaction integration may be more fundamental to OOCI and that service integration is more complementary (Saghiri and Mirzabeiki, 2021).…”

Section: Introductionmentioning

confidence: 99%

Does online–offline channel integration matter for supply chain resilience? The moderating role of environmental uncertainty

Zhu

2023

IMDS

Self Cite

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PurposeDrawing on dynamic capability theory, this study investigates how online–offline channel integration (OOCI) affects a firm's supply chain resilience and how such an effect is moderated by market turbulence and regulatory uncertainty.Design/methodology/approachA sample of 273 Chinese firms that conduct online and offline business and hierarchical regression analysis were used to examine the research model.FindingsThe results suggest that the effect of OOCI on supply chain resilience differs in terms of its dimensions (i.e. information integration, transaction integration and service integration). While information integration and service integration were positively associated with supply chain resilience, transaction integration had a non-significant relationship with supply chain resilience. Moreover, market turbulence negatively moderated the effect of transaction integration and positively moderated the effect of service integration. Regulatory uncertainty positively moderated the effect of transaction integration and negatively moderated the effect of service integration. Implications and suggestions for future research are discussed.Originality/valueThis study examines the effect of OOCI on supply chain resilience. It further explores the influence of market turbulence and regulatory uncertainty on the relationship between OOCI and supply chain resilience.

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What Drives Customer Engagement in Omnichannel Retailing? The Role of Omnichannel Integration, Perceived Fluency, and Perceived Flow

Cited by 13 publications

References 97 publications

A Bibliometric Review of the Business Platforming Literature: Theoretical Cornerstones and Research Trends

A Bibliometric Review of the Business Platforming Literature: Theoretical Cornerstones and Research Trends

Predicting review helpfulness in the omnichannel retailing context: An elaboration likelihood model perspective

Does online–offline channel integration matter for supply chain resilience? The moderating role of environmental uncertainty

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