感知敏捷性对全渠道重用意愿的影响:研究全渠道整合质量的中介作用

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2021-10-02 DOI:10.1080/20932685.2021.1947151

Sang-chul Son, Joonheui Bae, K. Kim

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引用次数: 14

摘要

对全渠道整合的重要性和作用进行了大量的研究，全渠道整合影响着消费者的决策。然而，特别是考虑全渠道整合不足以考虑消费者行为的变化。全渠道敏捷性可以让我们了解公司如何提供满足消费者期望的服务，以应对新冠肺炎等市场变化。本研究基于特质服务体验（ISE）考察了感知敏捷性对集成质量和复用全渠道意图的影响。通过M-Turk收集了在美国使用过全渠道的用户的数据，并基于SEM进行了分析。结果表明，数字化全渠道的感知敏捷性与渠道整合质量呈正相关。感知敏捷性和重用意图之间也存在正相关关系，这是由全渠道的集成质量介导的。本研究扩展了对全渠道集成质量的研究，包括基于ISE的渠道集成研究中基于数字的感知敏捷性。

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

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.

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.