The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel

Sang-chul Son, Joonheui Bae and Kyung Hoon Kim

Journal of Global Fashion Marketing, 2021, vol. 12, issue 4, 375-389

Abstract: Immense research is conducted on the importance and role of omni-channel integration, which affects consumer decision-making. However, considering omni-channel integration in particular is insufficient to account for changes in consumer behavior. Omni-channel agility can provide an understanding of how companies deliver services that meet consumer expectations in response to market changes, such as COVID-19. This research examines the effect of perceived agility on integration quality and intention to reuse omni-channel based on idiosyncratic service experience (ISE). Data were collected for those who have used omni-channel in the US through M-Turk and analyzed on the basis of SEM. Results reveal a positive relationship between perceived agility of digitalized omni-channel and channel integration quality. A positive relationship also exists between perceived agility and reuse intention, which is mediated by the integration quality of omni-channel. This study expands the research on omni-channel integration quality including digital-based perceived agility in channel integration research based on ISE.

Date: 2021
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DOI: 10.1080/20932685.2021.1947151

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