The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel
The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel
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感知敏捷性对全渠道复用意愿的影响：关注全渠道整合质量的中介作用
DOI：
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发表时间：
2021
影响因子：
3.8
通讯作者：
K. Kim
中科院分区：
文献类型：
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作者：
Sang;Joonheui Bae;K. Kim
摘要对影响消费者决策的全渠道整合的重要性和作用进行了大量的研究。然而，特别是考虑全渠道整合，不足以解释消费者行为的变化。全渠道敏捷性可以让人们了解公司如何提供满足消费者期望的服务，以应对市场变化，例如新冠肺炎。本研究以特质服务体验(ISE)为基础，探讨感知敏捷性对整合品质与全渠道再利用意向之影响。通过M-Turk收集了在美国使用全渠道的数据，并在扫描电子显微镜的基础上进行了分析。研究结果显示，数字化全渠道敏捷性感知与渠道整合质量呈正相关。感知敏捷性与再利用意愿之间也存在正相关关系，这种正向关系受全渠道整合质量的影响。本研究拓展了全渠道整合质量的研究，包括基于ISE的渠道整合中基于数字感知敏捷性的研究。
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.