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. DOI https://doi.org/10.1016/j.jretconser.2021.102869
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. DOI https://doi.org/10.1016/j.jretconser.2021.102869
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. DOI https://doi.org/10.1016/j.jretconser.2021.102869
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 Faculty of Social Sciences > Essex Business School > Management and Marketing |
| SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
| Depositing User: | Unnamed user with email elements@essex.ac.uk |
| Date Deposited: | 13 Dec 2021 10:54 |
| Last Modified: | 11 Jun 2023 01:00 |
| URI: | http://repository.essex.ac.uk/id/eprint/31881 |
Available files
Filename: Accepted Manuscript JRCS_ 102869.pdf
Licence: Creative Commons: Attribution-Noncommercial-No Derivative Works 3.0