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

    7 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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