Understanding the omnichannel customer journey: the effect of online and offline channel interactivity on consumer value co-creation behavior

Xingwen Cui, Qinghong Xie, Jing Zhu, Mahmud Akhter Shareef*, Muhammad Awais Shakir Goraya, Muhammad Shakaib Akram

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management.
Original languageEnglish
Article number102869
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume65
Early online date11 Dec 2021
DOIs
Publication statusPublished - 1 Mar 2022

Keywords

  • channel interactivity
  • brand involvement
  • value co-creation behavior
  • cross-channel consistency

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