Integrating online and offline channels for online customer loyalty: the moderating role of retailer credibility

Tianyi Ma · Xia Wu · Yang Li

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Technology Adoption and User Behaviour

Abstract

Purpose Understanding customer behavior from the perspective of channel integration has become a major stream of research in multi-channel retailing literature. Yet, despite recent advancements in scholarship, how retailers can most effectively sustain customers in online retailing remains unclear. Scholars have suggested online–offline channel integration (OOCI) as an effective multi-channel approach for increasing online loyalty; yet, few studies have explored OOCI's influencing mechanism. This study addresses that gap by investigating how OOCI helps achieve customer loyalty online and further examines the moderating role of retailer credibility in the influencing mechanism of OOCI. Design/methodology/approach The research model driving this study draws upon the stimulus-organism-response (S-O-R) model and cue consistency theory. The authors collected a sample of 259 customers in China with experience making multi-channel purchases from retailers that have implemented OOCI in online retailing. Structural equation modeling and response surface analyses were employed to conduct data analysis. Findings The results revealed that the relationship between OOCI and customers' online channel loyalty was mediated by customers' perceptions of the usefulness and risks of online channel usage. The results also found that congruence and incongruence between informational OOCI (IOOCI) and fulfillment OOCI (FOOCI) had different curvilinear associations with perceived online channel usefulness and perceived online channel risk. In addition, retailer credibility weakened the effects of IOOCI on perceived online channel usefulness and FOOCI on perceived online channel risk but strengthened the effect of IOOCI on perceived online channel risk and had no impact on the effect of FOOCI on perceived online channel risk. Originality/value Theoretical and practical implications of this study are also discussed.

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References

2003Trust and TAM in Online Shopping: An Integrated Model1 2004Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents 2015From Multi-Channel Retailing to Omni-Channel Retailing 2002Customer loyalty in e-commerce: an exploration of its antecedents and consequences 2005Value-based Adoption of Mobile Internet: An empirical investigation 2004Brand Credibility, Brand Consideration, and Choice 2012Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk

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2023Influences of omnichannel integration and value congruence on customer patronage: the flow theory perspective

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