Electronic Marketing

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    How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention
    ( 2019-01-08) Huang, Eugenia Y. ; Lin, Sheng-Wei ; Cheng, Kai-Teng
    The popularity of mobile devices and the advancement of modern technology have resulted in more diversified consumer shopping channels, and many retailers have consequently embraced omnichannel retailing. The core concept of omnichannel retailing is to provide consumers with a seamless experience. Using commitment–trust theory as a framework, this study examines the effects of omnichannel integration quality on consumers’ stickiness intention. Analysis of data of 194 respondents reveals that consumer trust affects relationship commitment. Consumer trust and relationship commitment have a strong influence on stickiness intention, and breadth, transparency, and process consistency directly affect trust. Contrary to our expectation, omnichannel integration quality does not affect relationship commitment. Our results show that high levels of omnichannel integration quality can increase consumer trust, which helps retailers maintain favorable customer relationships. The findings of this study provide important theoretical and practical implications for omnichannel retailing research.
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    Management Response to Online Customer Reviews in Distribution Channel: A Perspective of Manufacturers
    ( 2019-01-08) LI, DI ; Wu, Ruhai ; Wang, Hu
    In a distribution channel where multiple manufacturers and retailers compete intensively, manufacturers’ investment decisions on directly communicating with end consumers are strategic. In this study, we examined the interactive relationship between the manufacturers’ management response strategies to online customer reviews and the channel structure formed in the online market. We collected data from Amazon.com, where the manufacturers, instead of the retailers, decide whether and how to respond to the customer reviews. The study illustrates the interaction of channel structure and manufacturers’ management response strategies to the reviews. On the one hand, if a manufacturer invests in responding to customer reviews, more retailers are willing to carry its product. On the other hand, if more retailers sell a manufacturer’s product, or if there are more intensive intra-competition in the retailer channels, the manufacturer is more likely to invest in management response.
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    How Mobile Applications Affect Consumption in Grocery Stores
    ( 2019-01-08) Kokkonen, Anne ; Laukkanen, Tommi
    This paper examines how utilitarian and hedonic values drive customer recommendation behavior and engagement with a mobile grocery shopping application. The study further examines whether customer engagement, in terms of the usage frequency of the mobile application, influences the customer’s actual spending behavior. The study tests hypothesized effects with a total sample of 541 responses from users of a mobile grocery shopping application, and among sub-samples of gender and three generational groups. The results show that the usage frequency of the mobile application has a statistically significant positive effect on money spent on the retail chain. The results further indicate gender and generational differences in the role that perceived value plays in customers’ recommendation behavior and engagement with mobile grocery shopping applications.
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    Intrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement
    ( 2019-01-08) Liu, Ling ; Liu, Aoxuan
    Celebrity firms can gain management, marketing, and financial benefits. Being popular on social media has been proven to have a similar effect. Based on nearly 5,000 actively traded US firms data, this paper discusses the factors that drive users to follow them. The factors were explored from two aspects: the firm’s intrinsic characteristics and firm social media engagement. Our results show that there are ”engaging traits” that attract users meaning that some firms are ‘born-to-be’ more popular than others. Luckily for those less attractive firms, they can take advantage of social media engagements to increase their popularity levels and to eventually enjoy marketing and management benefits, because social media engagements have stronger impacts on the level of firm celebrity. However, firm intrinsic characteristics, which have long been ignored by previous studies, might play a bigger role in the future with the diminishing marginal returns of social engagements.
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    Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness
    ( 2019-01-08) Li, Ruizhi ; Li, Yang ; Liu, Hefu ; Huang, Qian
    Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed.