How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

Yini Chen and Ting Chi
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Yini Chen: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA
Ting Chi: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA

Sustainability, 2021, vol. 13, issue 16, 1-29

Abstract: In recent years, fashion brands and retailers have been advancing rapidly to provide U.S. consumers more seamless omni-channel shopping experiences. The pandemic has further accelerated the growth of omni-channel shopping. This study aimed to explore the effects of channel integration in six aspects (i.e., promotion, product and price, transaction information, information access, order fulfillment, and customer service) on the U.S. consumers’ intentions to use three omni-channel shopping methods: buy online pick-up in-store (BOPI), buy online curbside pickup (BOCP), and buy in-store home delivery (BIHD). We proposed a mediation model to test the effects through consumer perceived values (hedonic value, utilitarian value), perceived risk, and perceived behavioral control. Furthermore, this study explored the moderating effect of perceived COVID-19 vulnerability on the relationships between consumers’ internal evaluations of channel integration and their shopping method selection intentions. A total of 516 eligible responses were gathered through a survey of U.S. consumers. Multiple regressions were applied to test the hypotheses. Six types of channel integration showed significant effects on the U.S. consumers’ internal evaluations, which in turn influence their intentions to use certain types of omni-channel shopping methods. Overall, the proposed model exhibits a satisfactory explanatory power.

Keywords: omni-channel retailing; fashion; shopping method selection; COVID-19; U.S. consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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