店面之外:消费者对全渠道服装零售商反应的实证洞察

IF 3.6 3区 管理学 Q2 BUSINESS
Yini Chen, Ting Chi
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引用次数: 0

摘要

目的 本研究探讨了服装消费者对全渠道(OC)整合的心理和行为反应。具体而言,研究运用认知-情感-推理(CAC)模型揭示了消费者在渠道整合质量(CIQ)、感知流畅性(PF)以及认知和情感信任(AT)影响下的决策过程。共收到 657 份符合条件的回复。研究结果 研究结果表明,外在认知因素 CIQ 对消费者的内在认知(认知信任 [CT] 和 PF)有很大影响,从而促进了消费者的 AT 和购物意向。具体来说,综合促销和交易信息对 CT 有积极影响,而综合产品和价格以及信息获取对 CT 有消极影响。除综合促销(IP)外,CIQ 的所有维度都会显著影响 PF。CAC模型中的CT和AT表现出中介效应。 服装品牌和零售商可应用研究结果有效设计其零售渠道,并实施渠道整合,以提高消费者的购物意愿和信任度。它也是首批确定认知和 AT 在 OC 零售环境中具有理论区别的研究之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers

Purpose

This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).

Design/methodology/approach

Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.

Findings

The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.

Practical implications

Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.

Originality/value

This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.

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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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