The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment

• Published in: Electronic commerce research and applications Vol. 28; pp. 181 - 193
• Main Authors: Zhang, Min, Ren, Chengshang, Wang, G. Alan, He, Zhen
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.03.2018
• Subjects: Channel integration; Consumer empowerment; Consumer responses; Omni-channel retailing; SOR framework; Consumer empowerment; Consumer responses; Channel integration; Omni-channel retailing; SOR framework
• ISSN: 1567-4223; 1873-7846
• DOI: 10.1016/j.elerap.2018.02.002

•The study provides empirical evidence of consumer response in Omni-channel retailing.•The study explores influence mechanism between omni-channel and consumer responses.•The study applies the SOR framework to omni-channel retailing research. In order to meet consumer expectations for consistent, uniform, integrated services and experiences across multiple retailing channels, many retailers have tried to create an omni-channel retailing environment through channel integration. This study investigates consumer responses in this new environment. We focus on consumer empowerment, which not only affects consumers’ perceived trust and satisfaction about their shopping experiences, but also influences their intention to purchase. Following the stimulus-organism-response (SOR) framework, we propose that channel integration promotes consumer empowerment, resulting in increased trust and satisfaction and improved consumer patronage intention. We empirically test the research framework using data collected from a major omni-channel retailer in China. Our results confirm the significant mediating effect of consumer empowerment and demonstrate consumers’ positive responses to channel integration. Our findings are also valuable for retailers to implement and evaluate their channel integration strategy.