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How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention

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Title:How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention
Authors:Huang, Eugenia Y.
Lin, Sheng-Wei
Cheng, Kai-Teng
Keywords:Electronic Marketing
Internet and the Digital Economy
Commitment-Trust Theory, Integration Quality, Omnichannel Retailing, Stickiness Intention
Date Issued:08 Jan 2019
Abstract: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.
Pages/Duration:10 pages
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections: Electronic Marketing

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