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

Xingwen Cui, Qinghong Xie, Jing Zhu, Mahmud Akhter Shareef, M. Awais Shakir Goraya and Muhammad Shakaib Akram

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

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.

Keywords: Channel interactivity; Brand involvement; Value co-creation behavior; Cross-channel consistency (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004355

DOI: 10.1016/j.jretconser.2021.102869

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