培养全渠道购物习惯

IF 8.6 2区 管理学 Q1 BUSINESS
Neeru Sharma, Johra Kayeser Fatima, Shveta Sharma, Sabreena Zoha Amin
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引用次数: 0

摘要

鉴于习惯养成在全渠道文献中的重要性与日俱增,本研究旨在探讨全渠道购物习惯养成的因素及其对使用和口碑的影响。研究采用结构方程模型对 512 名全渠道购物者的在线调查数据进行了分析。结果表明,店内员工的互动会强烈影响认知参与度,而数字互动则主要影响情感参与度。情感参与是价值意识的关键,而价值意识与情感参与共同推动了习惯的养成。收入和关系长短的显著调节作用也表明,收入越高、使用全渠道的时间越长,价值意识就越强,习惯也就越浓。其他分析表明,习惯对价值意识及其结果具有重要的调节作用。这项研究通过说明互动模式(数字或店内个人)如何影响各种类型的参与,以及习惯如何作为价值意识的中介和调节因素推动使用和口碑传播,推动了全渠道零售文献的发展。零售商可以通过加强跨渠道的积极互动以及监测情感参与和价值意识来培养全渠道购物的习惯。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Omnichannel shopping habit development

Omnichannel shopping habit development

Given the growing importance of habit development in omnichannel literature, this study aims to explore the factors contributing to the development of omnichannel shopping habit and the subsequent impact on usage and word-of-mouth. Data from 512 omnichannel shoppers via an online survey were analysed using structural equation modelling. Results show that in-store employee interactions strongly affect cognitive engagement, while digital interactions predominantly influence affective engagement. Affective engagement is key for value consciousness, which, along with affective engagement, drives habit development. Significant moderation impact of income and relationship length also suggest that higher income and longer omnichannel usage foster stronger habit due to value consciousness. Additional analysis reveals a significant moderating influence of habit between value consciousness and its outcomes. This research advances omnichannel retail literature by illustrating how the mode of interaction (digital or in-store personal) can influence various types of engagement, and how habit works as a mediator and moderator for value consciousness in driving usage and word-of-mouth. Retailers can cultivate habitual omnichannel shopping by enhancing positive interactions across channels and monitoring affective engagement and value consciousness.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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