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.
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.
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
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.
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.
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
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.
