Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness

Jie Fang, Hefu Liu, Yang Li, Zhao Cai

Research output: Journal PublicationArticlepeer-review

8 Citations (Scopus)

Abstract

Given the growth of e-commerce and the widespread adoption of mobile devices, retailers face the ever-increasing challenge of losing customers due to customers’ in-store mobile usage. Although researchers have suggested methods for retaining these customers, few studies have focused on the role of cross-channel integration. Thus, this research draws on experiential learning theory to reveal customers’ reaction process wherein in-store mobile usage experience can improve customers’ retaining decision by managing their perceptions of cross-channel integration in omni-channel retailing. This research further explores the contingency roles of product information overload and alternative attractiveness in regulating the effect of in-store mobile usage experience. A web-based survey of 241 consumers showed that customers’ perceptions of cross-channel integration fully mediate the effect of in-store mobile usage experience on customer retention, whereas product information overload and alternative attractiveness weaken the effect of in-store mobile usage experience. Theoretical and practical implications are further discussed.

Original languageEnglish
Article number101028
JournalElectronic Commerce Research and Applications
Volume46
DOIs
Publication statusPublished - 1 Mar 2021

Keywords

  • Alternative attractiveness
  • Cross-channel integration perception
  • Customer retention
  • In-store mobile usage experience
  • Product information overload

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Marketing
  • Management of Technology and Innovation

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