Omnichannel Identity Dimensions and Their Differential Impact on Customer–Brand Relationships: A Comparative Analysis of South Korean Retailers DOI Open Access

Zhengjun Jin,

Taewon Suh, Jung-Yong Lee

и другие.

Sustainability, Год журнала: 2025, Номер 17(9), С. 3933 - 3933

Опубликована: Апрель 27, 2025

This study investigates how a consistent brand identity across multiple channels influences customer experiences and relationship development in South Korean retailers’ omnichannel strategies. To address the fundamental challenge of balancing consistency with channel-specific customization, we developed comprehensive framework through rigorous measurement factor analysis. comprises three empirically validated dimensions: trendiness, reliability, usability. Data collected from 994 customers two leading retailers were analyzed using structural equation modeling, revealing that these dimensions exert differential on cognitive affective experiences, which subsequently mediate customer–brand relationships. Notably, results demonstrated significant variance impact components between retailers—trendiness reliability emerged as primary drivers for Retailer A, while usability constituted dominant B. contributes to sustainable retail theory by validating multidimensional conceptualization its selective influence perceptions within an environmental responsibility context. The findings provide strategic guidance seeking develop distinctive identities highly digitalized consumer market, ultimately enhancing equity sustainability performance stronger relationships promote environmentally conscious consumption behaviors.

Язык: Английский

Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility DOI
Wenshan Guo,

Qiangqiang Luo

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 73, С. 103353 - 103353

Опубликована: Апрель 21, 2023

Язык: Английский

Процитировано

51

Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state DOI
Hua Pang,

Yang Ruan,

Kaige Zhang

и другие.

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103795 - 103795

Опубликована: Март 8, 2024

Язык: Английский

Процитировано

31

Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model DOI Creative Commons
Aysu Erensoy, Anuradha Mathrani, Alexander Schnack

и другие.

Journal of Consumer Behaviour, Год журнала: 2024, Номер 23(6), С. 2781 - 2811

Опубликована: Июль 10, 2024

Abstract With the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines interplay between stimuli consumer behavior in iVR environments. To fill this gap, we conducted systematic review, employing Stimulus‐Organisms‐Responses (S‐O‐R) model as underlying theoretical framework. This analyzed empirical research on retail environments by focusing experimental studies. Following thematic analysis, categorized outcomes into descriptive themes better comprehend within each theme. Our findings provide valuable insights marketers aiming enhance experience using technologies suggest directions future research.

Язык: Английский

Процитировано

25

Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit DOI Creative Commons
Neeru Sharma, Johra Kayeser Fatima

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 77, С. 103627 - 103627

Опубликована: Ноя. 24, 2023

Today, most retail profits are driven by customers' habitual buying behaviour. However, there is a lack of comprehensive theoretical understanding regarding how omnichannel habit affects perceived value and usage. This study uses customer theory to investigate the various roles shopping (as antecedent, mediator moderator) in retail. To achieve this goal, survey data from 512 shoppers Australia was analysed using partial least squares method with SmartPLS software version 3. The findings confirm that plays significant as mediator, moderator relationship between Additionally, reveals positive impact factors such security privacy, seamless experience, personalisation, social communications. research expands upon examining complex relationships aspects habit, For marketers looking strengthen buying, suggests prioritising promoting communications, offering personalised services. Recognising integral influence on perception usage, should adopt cohesive strategy for communicating their propositions target customers across multiple channels. approach can ultimately boost

Язык: Английский

Процитировано

24

How social media marketing activities affect brand loyalty? Mediating role of brand experience DOI
Sushant Kumar, Jung‐Kuei Hsieh

Asia Pacific Journal of Marketing and Logistics, Год журнала: 2024, Номер unknown

Опубликована: Апрель 4, 2024

Purpose Increasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted understand as how influence usage intentions and brand loyalty. Thus, this study aims examine the of marketing (SMMA) experience its association with continued (CUI) Design/methodology/approach The conceptualized a research model by using theoretical premise stimulus-organism-response theory. SMMA acts stimulus, four (sensory, affective, behavioral intellectual) elements act organism, CUI loyalty response. A survey-based questionnaire is used collect data from 309 respondents. hypothesized associations were examined structural equation modeling approach. Findings Results line among constructs. suggest that associated all experience. Also, intellectual aspects which moderating role education mediating organism also confirmed. Originality/value Using theory, confirms sensory, aspect has not been so far. novel findings add existing literature SMMA, further contributes showing moderation effect education.

Язык: Английский

Процитировано

10

Pricing strategy based on a stochastic problem with barter exchange under variable promotional effort for a retail channel DOI
Rekha Guchhait, Sandipa Bhattacharya, Biswajit Sarkar

и другие.

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 81, С. 103954 - 103954

Опубликована: Июнь 26, 2024

Язык: Английский

Процитировано

10

Green purchase intention in omnichannel retailing: role of environmental knowledge and price sensitivity DOI
Gunjan Malhotra, Harsh Srivastava

Journal of Strategic Marketing, Год журнала: 2023, Номер 32(4), С. 467 - 490

Опубликована: Июль 28, 2023

This study explores how cross-channel integration influences consumers' green purchase intention, specifically through psychological ownership, consumer skepticism, environmental knowledge, and price sensitivity. We collected data from Indian consumers, using an online questionnaire survey method. The was consumers survey. were analyzed mediation moderated models. Findings suggest that increase in does enhance intention there is a significant mediating role of both skepticism ownership. results show while knowledge positively moderates the path via ownership at all levels (i.e. low to high), it not moderate skepticism. Moreover, sensitivity negatively high, high.

Язык: Английский

Процитировано

18

The relationship between technology trust and behavioral intention to use Metaverse in baby monitoring Systems’ Design: Stimulus-Organism-Response (SOR) theory DOI
Rabab Ali Abumalloh, Osama Halabi, Mehrbakhsh Nilashi

и другие.

Entertainment Computing, Год журнала: 2024, Номер 52, С. 100833 - 100833

Опубликована: Июль 20, 2024

Язык: Английский

Процитировано

8

Omnichannel shopping habit development DOI Creative Commons
Neeru Sharma, Johra Kayeser Fatima, S Sharma

и другие.

International Journal of Consumer Studies, Год журнала: 2024, Номер 48(4)

Опубликована: Июнь 27, 2024

Abstract Given the growing importance of habit development in omnichannel literature, this study aims to explore factors contributing shopping and subsequent impact on usage word‐of‐mouth. Data from 512 shoppers via an online survey were analysed using structural equation modelling. Results show that in‐store employee interactions strongly affect cognitive engagement, while digital predominantly influence affective engagement. Affective engagement is key for value consciousness, which, along with drives development. Significant moderation income relationship length also suggest higher longer foster stronger due consciousness. Additional analysis reveals a significant moderating between consciousness its outcomes. This research advances retail literature by illustrating how mode interaction (digital or personal) can various types works as mediator moderator driving Retailers cultivate habitual enhancing positive across channels monitoring

Язык: Английский

Процитировано

7

Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience DOI Open Access
Miguel Ángel Moliner Tena, Vicent Tortosa-Edo

Journal of Research in Interactive Marketing, Год журнала: 2023, Номер 18(3), С. 349 - 369

Опубликована: Авг. 1, 2023

Purpose The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information offline channels purchasing product online). Design/methodology/approach problem-solving theory experiential marketing perspective are theoretical background that enables establishment five hypotheses. A survey conducted on multiroomers who had purchased a online, following an journey. Findings results showed OCJD directly indirectly (through experience) e-satisfaction. Females younger individuals exhibited higher levels Originality/value First, analyzes multichannel search strategies. Second, incorporated into study retailing. Third, emergent typology cross-channel free-riding analyzed: multirooming.

Язык: Английский

Процитировано

14