Balance cues of online-offline channel integration: Considering the moderating role of customer's showrooming motivation

Jie Fang, Hefu Liu, Yang Li

Research output: Journal PublicationArticlepeer-review

1 Citation (Scopus)

Abstract

Although omni-channel retailers have made substantial investments in online-offline channel integration, they face the challenge of how to best present these valuable systems to retain customers. Based on cue congruence theory, this study examined the congruence and incongruence between perceived information integration and fulfillment integration on customer retention, and further considered the moderating role of showrooming motivation. Results showed that incongruence was negatively related to customer retention, whereas congruence had a nonlinear effect. Additionally, an asymmetrical incongruence effect was observed, and showrooming motivation was found to amplify the influence of congruence and incongruence. Theoretical and practical implications are discussed.

Original languageEnglish
Article number103535
JournalInformation and Management
Volume58
Issue number8
DOIs
Publication statusPublished - Dec 2021
Externally publishedYes

Keywords

  • Cue congruence theory
  • IS success model
  • Perceived fulfillment integration
  • Perceived information integration
  • Response surface methodology
  • Showrooming motivation

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management

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