Integrating Bricks with Clicks : Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration

Item Type Journal paper
Abstract

This research examines the impact of online-offline channel integration (OI), defined as integrating access to and knowledge about the offline channel into an online channel. Although channel integration has been acknowledged as a promising strategy for retailers, its effects on customer reactions towards retailers and across different channels remain unclear. Drawing on technology adoption research and diffusion theory, the authors conceptualize a theoretical model where perceived service quality and perceived risk of the Internet store mediate the impact of OI while the Internet shopping experience of customers moderates the impact of OI. The authors then test for the indirect, conditional effects of OI on search intentions, purchase intentions and willingness to pay. Importantly, they differentiate between retailer-level and channel-level effects, thereby controlling for interdependencies between different channels. The results of three studies provide converging evidence and show that OI leads to a competitive advantage and channel synergies rather than channel cannibalization. These findings have direct implications for marketers and retailers interested in understanding whether and how integrating different channels affects customer outcomes.

Authors Herhausen, Dennis; Binder, Jochen; Schögel, Marcus & Herrmann, Andreas
Journal or Publication Title Journal of Retailing
Language English
Keywords Multi-channel management, omnichannel retailing, channel integration, channel synergies, channel cannibalization, willingness to pay
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 20 October 2015
Publisher Elsevier
Place of Publication New York, NY
Volume 91
Number 2
Page Range 309-325
Number of Pages 17
ISSN 0022-4359
ISSN-Digital 1873-3271
Depositing User Prof. Dr. Dennis Herhausen
Date Deposited 20 Oct 2014 15:07
Last Modified 24 Mar 2019 16:59
URI: https://www.alexandria.unisg.ch/publications/236109

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Citation

Herhausen, Dennis; Binder, Jochen; Schögel, Marcus & Herrmann, Andreas (2015) Integrating Bricks with Clicks : Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing, 91 (2). 309-325. ISSN 0022-4359

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https://www.alexandria.unisg.ch/id/eprint/236109
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