Consumer Decision Making in Multi-channel Retail: the Effects of Online Channel Media Richness and Cross-channel Integration

dc.contributor.authorLi, Yang
dc.contributor.authorLiu, Hefu
dc.contributor.authorHuang, Qian
dc.contributor.authorYang, Feng
dc.contributor.authorLee, Matthew K.O.
dc.date.accessioned2017-12-28T01:53:23Z
dc.date.available2017-12-28T01:53:23Z
dc.date.issued2018-01-03
dc.description.abstractWhile more and more retailers adopt multi-channel presence to communicate with online consumers, there still exists many differences in the level of channel integration, and accordingly, in the efficiency to reduce online transaction-specific uncertainty and promote online loyalty. This study first examines how online channel media richness affects consumers’ online loyalty directly and indirectly through perceptions of information privacy concern and deception and further investigates how cross-channel integration moderates that effects. Results show that online channel media richness not only alleviates consumers’ information privacy concern and perceived deception, but also enhances online loyalty. The moderating effects reveal that cross-channel integration complements online channel media richness in reducing information privacy concern and perceived deception, as well as strengthening online loyalty. Theoretical and practical implications of this study are discussed.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2018.449
dc.identifier.isbn978-0-9981331-1-9
dc.identifier.urihttp://hdl.handle.net/10125/50337
dc.language.isoeng
dc.relation.ispartofProceedings of the 51st Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectElectronic Marketing
dc.subjectMulti-channel retailing, Cross-channel integration, Information privacy concern, Perceived deception, Online loyalty
dc.titleConsumer Decision Making in Multi-channel Retail: the Effects of Online Channel Media Richness and Cross-channel Integration
dc.typeConference Paper
dc.type.dcmiText

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