Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience

Along with the rapid development of in-store technology, multichannel service is being shifted to omnichannel. By integrating different parallel channels, omnichannel service delivers customers an integrated, seamless and consistent cross-channel shopping experience. To better understand this emergi...

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Bibliographic Details
Published in:Decision Support Systems Vol. 109; pp. 61 - 73
Main Authors: Shen, Xiao-Liang, Li, Yang-Jun, Sun, Yongqiang, Wang, Nan
Format: Journal Article
Language:English
Published: Amsterdam Elsevier B.V 01.05.2018
Elsevier Sequoia S.A
Subjects:
Behavior
Channel integration
Channels
Consumer behavior
Cross-channel
Fluency
Market strategy
Omnichannel
Studies
Technology adoption
Usage experience
User experience
Fluency
Channel integration
Usage experience
Omnichannel
Cross-channel
ISSN:0167-9236, 1873-5797
Online Access:Get full text
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Summary:Along with the rapid development of in-store technology, multichannel service is being shifted to omnichannel. By integrating different parallel channels, omnichannel service delivers customers an integrated, seamless and consistent cross-channel shopping experience. To better understand this emerging phenomenon, this study intends to explore the potential drivers of omnichannel service usage. Drawing upon Wixom & Todd framework, this study develops a research model by including object-based beliefs (i.e., channel integration quality) and behavioral beliefs (i.e., perceived fluency). In addition, behavior-based traits (i.e., internal and external usage experience) are hypothesized as moderating the effects of behavioral beliefs on usage behavior. Using an online survey of 401 omnichannel users, the findings demonstrate that channel integration quality significantly affects perceived fluency across different channels, which in turn explains 55% of the variance in omnichannel service usage. The results also show that internal usage experience weakens, whereas external usage experience enhances the effect of perceived fluency on omnichannel service usage. Limitations and implications of this study are further discussed. •This study examined omnichannel service usage by focusing on both object-based beliefs and customer behavioral beliefs.•Perceived fluency explained 55% of the variance in omnichannel service usage.•Channel integration quality significantly affected perceived fluency across different channels.•Relationship between fluency and usage was weakened by internal experience, whereas strengthened by external experience.
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ISSN:0167-9236
1873-5797
DOI:10.1016/j.dss.2018.01.006