多房间：在全渠道消费者旅程设计和在线客户体验中产生电子满意度

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-08-01 DOI:10.1108/jrim-05-2023-0149

M. Moliner, V. Tortosa-Edo

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引用次数: 0

摘要

目的本研究的目的是分析全渠道消费者旅程设计（OCJD）如何影响在线客户体验（OCE）和消费者多体验行为（在线上和线下渠道搜索信息和在线购买产品）中的电子满意度。设计/方法论/方法问题解决理论和体验营销视角是建立五个假设的理论背景。一项针对在线和离线研究之旅后在线购买产品的多用户的调查。结果表明，OCJD（通过在线消费者体验）直接和间接影响电子满意度。女性和年轻人表现出更高水平的电子满意度。创意/价值首先，本研究分析了消费者的多渠道搜索策略。其次，将消费者旅程纳入多渠道零售的研究。第三，分析了跨渠道搭便车行为的一种新兴类型：多生命。

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Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience

PurposeThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).Design/methodology/approachThe problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.FindingsThe results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.Originality/valueFirst, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.