Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase

Rémi Mencarelli, Arnaud Riviere () and Cindy Lombart
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Rémi Mencarelli: Institut d'Administration des Entreprises (IAE) - Savoie Mont-Blanc
Arnaud Riviere: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Cindy Lombart: Audencia Recherche - Audencia Business School

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Abstract: The academic literature generally asserts that omnichannel strategies create value throughout the customer journey based on the principle of synergy between channels. However, such strategies may appear complex to customers, notably when they face myriad e-channels that constitute all means of accessing the offer. Specifically, for digital information products, such as those of the press, digitalized content is now consumed through multiple e-channels. Our study aims to investigate the impact of e-channel combinations on the perceived value of a digital information product during the usage phase. We hypothesize that the similarity between the e-channels used by customers has a negative impact on the perceived value model. To test the research hypotheses, we conducted a longitudinal study of the readers of a digital version of an international newspaper. The results demonstrate that the similarity of echannels impedes value creation. Our findings reintroduce a more ambivalent vision of the omnichannel strategy in a digital environment and provide insights into how managers should support customers by clarifying the usefulness of each e-channel proposed.

Keywords: Omnichannel strategy; e-channel; value; sacrifice; benefit; digital information product (search for similar items in EconPapers)
Date: 2021-11
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-03379573
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Citations: View citations in EconPapers (2)

Published in Journal of retailing and consumer services, 2021, 63, pp.102674. ⟨10.1016/j.jretconser.2021.102674⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03379573

DOI: 10.1016/j.jretconser.2021.102674

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