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Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Cui, Xingwen and Xie, Qinghong and Zhu, Jing and Shareef, Mahmud Akhter and Goraya, M Awais Shakir and Akram, Muhammad Shakaib (2022) 'Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior.' Journal of Retailing and Consumer Services, 65. p. 102869. ISSN 0969-6989

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Abstract

Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management.

Item Type: Article
Uncontrolled Keywords: Channel interactivity; Brand involvement; Value co-creation behavior; Cross-channel consistency
Divisions: Faculty of Social Sciences
Faculty of Social Sciences > Essex Business School
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 13 Dec 2021 10:54
Last Modified: 06 Jan 2022 14:33
URI: http://repository.essex.ac.uk/id/eprint/31881

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