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

doi:10.1016/j.jretconser.2021.102869

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

Centre for Operational Research & Logistics

Research output: Contribution to journal › Article › peer-review

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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 language	English
Article number	102869
Number of pages	10
Journal	Journal of Retailing and Consumer Services
Volume	65
Early online date	11 Dec 2021
DOIs	https://doi.org/10.1016/j.jretconser.2021.102869
Publication status	Published - 1 Mar 2022

Keywords

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

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Cui_et_al_2021_AAMAccepted author manuscript (Post-print), 967 KBLicence: CC BY-NC-ND

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

abstract = "Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers{\textquoteright} 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.",

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AU - Cui, Xingwen

AU - Xie, Qinghong

AU - Zhu, Jing

AU - Shareef, Mahmud Akhter

AU - Goraya, Muhammad Awais Shakir

AU - Akram, Muhammad Shakaib

PY - 2022/3/1

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N2 - 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.

AB - 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.

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KW - brand involvement

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KW - cross-channel consistency

U2 - 10.1016/j.jretconser.2021.102869

DO - 10.1016/j.jretconser.2021.102869

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VL - 65

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

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ER -

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

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