- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Effects of Omnichannel on Pleasure, Resistance, and Repurchase Intention
KIM, Jung-Hee
Abstract
Purpose: This study aims to verify the effects of omnichannel characteristics on pleasure, resistance and repurchase intention in the omnichannel situation in order to provide the innovative commercial business. Research design, data and methodology: The study examined relations between research concepts centered on previous studies, set hypotheses, developed a research model, and verified the model through a questionnaire survey. A total of 297 questionnaires were used for the final analysis, excluding the questionnaires showing insincere or outliers. Results: First, Omnichannel showed multi-dimensional characteristics consisting of consistency, innovation, economy, and integration. Second, innovation and economic feasibility had a positive effect on pleasure. Third, only economic feasibility had a negative effect on user resistance. Fourth, consumers' shopping pleasure had a negative effect on user resistance. Fifth, repurchase intention of consumers was positively affected by innovation. Conclusions: This research contributed to extend academic framework of distribution research by examining causal relationship through adoption of economic and innovation factors as new characteristics from the integrated perspective beyond the research frame of the existing omnichannel distribution environment. Companies should provide meaningful experiences by resolving concerns about side effects caused by human-computer interaction and providing smart information that matches the products most suitable for consumer needs.
- keywords
- Omnichannel, Omnichannel Shopper, Pleasure, Resistance, Repurchase intention, Integrrated distribution channel, Retail
Reference
Aaker, D. A., & Joachimsthaler, E. (2001). Brand leadership: die Strategie für Siegermarken. Financial Times Prentice Hall.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Ahn, M. A., Kim, S. H., & Hong, S. J. (2019). Dose the omnichannel will serve to strengthen the relationship quality?: The effect of the relationship quality on customers’ continued intention. Journal of Product Research, 37(3), 83-94.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Bae, J. K. (2018). A study on the determinant factors of innovation resistance an innovation acceptance on internet primary bank services: combining the theories of innovation diffusion and innovation resistance. The e-Business Studies, 19(2), 91-104.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing.
Benbasat, I., & Barki, H. (2007). Quo vadis TAM?. Journal of the association for information systems, 8(4), 7.
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.
Biong, H. (1993). Satisfaction and loyalty to suppliers within the grocery trade. European journal of marketing, 27(7), 21-38.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior. South-Western Pub.
Boven, L. V. (2002). Living Athe Good Life@: the Hedonic Superiority of Experiential Over Material Purchases. ACR North American Advances.
Byun, K. A., Dass, M., Kumar, P., & Kim, J. (2017). An examination of innovative consumers’ playfulness on their pre-ordering behavior. Journal of Consumer Marketing, 34(3), 226-240.
Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), 198-216.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
Chi, Y. S., Kang, M. Y., Han, K. S., & Choi, J. I. (2016). A study on the discontinuance intention on O2O commerce: with a focus on the mediating effects of perceived risk and user resistance. International Journal of u-and e-Service, Science and Technology, 9(2), 207-218.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Cho, B. J., & Lee, J. S. (2016). Adoption factors of smart watch: Focusing on moderate effects of innovation resistance. Journal of Broadcasting and Telecommunication Research, 93, 111-136.
Chung, J., & Tan, F. B. (2004). Antecedents of perceived playfulness: An exploratory study on user acceptance of general information-searching websites. Information & Management, 41(7), 869-881.
Cummins, S., Peltier, J. W., & Dixon, A. (2016). Omni-channel research framework in the context of personal selling and sales management: A review and research extensions. Journal of Research in Interactive Marketing, 10(1), 2-16.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). Management science, 35(8), 982-1003.
Dawson, S., Bloch, P. H., & Ridgway, N. (1990). Shopping motives, emotional states. Journal of retailing, 66(4), 408-427.
De Keyser, A., & Lariviere, B. (2014). How technical and functional service quality drive consumer happiness: moderating influences of channel usage. Journal of Service Management, 25(1), 30-48.
Eun, J., & Kim, S. (2018). Effect of Mobile Payment Service Characteristics on Continuous Use Intention: Moderating Effect of the Status Quo. The Journal of Internet Electronic Commerce Research, 18(3), 19-39.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of marketing, 46(2), 60-72.
Shin, J. G., & Lee, S. W. (2016). A study of intention to use wrist-worn wearable devices based on innovation resistance model-Focusing on the relationship between innovation characteristics, consumer characteristics, and innovation resistance. The Journal of the Korea Contents Association, 16(6), 123-134.
Han, S. L., Kim, G. H., & Jang, Y. Y. (2019). Understanding consumer’s BOPIS(buy online pick up in store) choices, Journal of Consumer Research, 24(3), 1-25.
Hansen, R., & Sia, S. K. (2015). Hummel's digital transformation toward omnichannel retailing: key lessons learned. MIS Quarterly Executive, 14(2), 51-66.
Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. Journal of retailing, 91(2), 309-325.
Heitz-Spahn, S. (2013). Cross-channel free-riding consumer behavior in a multichannel environment: An investigation of shopping motives, sociodemographics and product categories. Journal of retailing and consumer services, 20(6), 570-578.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., & Balemi, A. (2007). The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(8), 1033-1049.
Hsieh, J. K., Hsieh, Y. C., Chiu, H. C., & Feng, Y. C. (2012). Post-adoption switching behavior for online service substitutes: A perspective of the push–pull–mooring framework. Computers in Human Behavior, 28(5), 1912-1920.
Hurley, R. F., Hult, G. T. M., & Knight, G. A. (2005). Innovativeness and capacity to innovate in a complexity of firm-level relationships: A response to Woodside (2004). Industrial marketing management, 34(3), 281-283.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70.
Jung, E. A., & Kim, J. H. (2020). The effect of user’s fatigue and annoyance on pleasure, resistance, repurchase intention in the integrated distribution channel context. Korea Logistics Reviews, 30(3), 23-39.
Kallweit, K., Spreer, P., & Toporowski, W. (2014). Why do customers use self-service information technologies in retail? The mediating effect of perceived service quality. Journal of retailing and consumer services, 21(3), 268-276.
Kim, D. K., & Chung, J. Y. (2013). The influence of online golf shopping mall attribute on consumer of positive emotion and shopping behavior. Journal of Sport and Leisure Studies, 53(1), 373-385.
Kim, H. T. (2016). Omni channel & O2O How to do?: Marketing strategy in the era of the disappearance of the on-line and off-line. Seoul: eBizbooks.
Kim, H. W., & Kankanhalli, A. (2009). Investigating user resistance to information systems implementation: A status quo bias perspective. MIS quarterly, 33(3) 567-582.
Konuş, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of retailing, 84(4), 398-413.
Kunz, W., Schmitt, B., & Meyer, A. (2011). How does perceived firm innovativeness affect the consumer?. Journal of Business Research, 64(8), 816-822.
Lee, H. S., & Hong, S. T. (2016). Perceived customer value and repurchase intention in overseas online shopping purchase: The role of switching cost from transaction cost: Aviation logistics industry. Journal of the Aviation Management Society of Korea, 14(3), 61-82.
Lee, H. S., & Seo, M. S. (2018). Determinants of adopting omni channel system and corporate performance, Korean Journal of Logistics, 26(4), 131-146.
Lee, J. M., Sim, M. Y., Kang, M. S., Kang, H. G., Jang, J. A., & Kim, D. Y. (2019). Effects of perceived risk and consumer characteristics on the continuous use intention of technology-based self-service. Journal of Consumer Studies, 30(1), 69-92.
LEE, K. H., & KIM, B. Y. (2021). Service satisfaction and continuous use intention on omnichannel-based pickup service. Journal of Distribution Science, 19(10), 5-15.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
Mbengue, A., Bhattacharjee, S., Pandharkar, T., Liu, H., Estiu, G., Stahelin, R. V., & Haldar, K. (2015). A molecular mechanism of artemisinin resistance in Plasmodium falciparum malaria. Nature, 520(7549), 683-687.
Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The impact of the multi-channel retail mix on online store choice: does online experience matter?, Journal of Retailing, 91(2), 272-288.
Min, D. (2016). The effect of psychological disposition on omni-channel shopping in the age of digital convergence: Focusing on extraversion-introversion and variety-seeking tendency. Journal of Digital Convergence, 14(1), 91-97.
NGUYEN, H. N. (2021). Channel Integration Quality, Customer Experience and Patronage in Omnichannel Retailing. Journal of Distribution Science, 19(12), 23-32.
Oh, M. H., & Kim, I. L. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of the Korean Society of Fashion Design, 14(1), 101-120.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Park, H., & Kim, S. (2014). An Empirical Study of SNS Users’ Switching Intention Toward Closed SNS. Information systems review, 16(3), 135-160.
Park, J. S., & Kwon, H. I. (2018). A study on the factors influencing innovation resistance and intention of using on the biometrics technology. The Journal of Information Systems, 27(2), 53-75.
Park, J. Y., & Kim, D. l. (2020). The effect of shopper’s time perception and creativity on perceived usefulness and shopping happiness in omni-channel, Journal of Channel and Retailing, 25(2), 99-126.
Park, S. Y. (2020). The effect of consumer’s cosmetics shopping orientation on emotion, relationship quality, and repurchase intention: focus on cosmetics distribution channels, Journal of Human Ecology, 24(3).99-108.
Piderit, S. K. (2000). Rethinking resistance and recognizing ambivalence: A multidimensional view of attitudes toward an organizational change. Academy of management review, 25(4), 783-794.
Piercy, N. F. (2012). Tales from the Marketplace. Routledge.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5-16.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.
Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., & Compeau, shalD. (2009). Understanding online customer repurchasing intention and the mediating role of trust–an empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205-222.
Ram, S. (1987). A model of innovation resistance. ACR North American Advances.
Rigby, D. (2011). The future of shopping. Harvard business review, 89(12), 65-76.
Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovations; A Cross-Cultural Approach.
Rogers, E. M. (1995). Diffusion of Innovations: modifications of a model for telecommunications. In Die diffusion von innovationen in der telekommunikation (pp.25-38). Springer, Berlin, Heidelberg.
Roy, A. (2017). A review on the alkaloids an important therapeutic compound from plants. IJPB, 3(2), 1-9.
Scanlan, T. K., & Simons, J. P. (1992). The construct of sport enjoyment. Motivation in sport and exercise, 199215.
Seck, A. M., & Philippe, J. (2013). Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction. The Service Industries Journal, 33(6), 565-579.
Sheth, J. N. (1981). Psychology of innovation resistance: the less developed concept (LDC). in diffusion research, research in marketing, 4, 273-282.
Shimp, T. A., & Kavas, A. (1984). The theory of reasoned action applied to coupon usage. Journal of consumer research, 11(3), 795-809.
Shin, J. K., & Oh, M. O. (2020). The effects of retailers’ Omni-channel service on customer experience and customer loyalty, Journal of The Korean Data Analysis Society, 22(5), 1941-1958.
Song, H. S., & Kim, K. C. (2006). Resistance to mobile commerce services. The Journal of Society for e-Business Studies, 11(2), 111-134.
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of service research, 8(4), 356-371.
Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the academy of marketing science, 29(1), 16-35.
Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of marketing research, 25(2), 204-212.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), 342-365.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
Vilà, J., & MacGregor, S. P. (2007). Business Innovation: What it brings, What it takes. IESE Alumni Magazine, 8(12), 24-36.
Wallendorf, M., & Zaltman, G. (1979). Readings in consumer behavior, individuals, groups, and organizations. Wiley.
Walsh, G., Hennig-Thurau, T., & Vincent-Wayne, M. (2002). Conceptualizing consumer confusion. In American Marketing Association. Conference Proceedings, 13(172).
WANG, J., & JIANG, X. (2022). The Impact of Omnichannel Shopping Experience and Channel Integration on Customer Retention: Empirical Evidence from China. The Journal of Asian Finance, Economics and Business, 9(2), 229-242.
Wankel, L. M., & Sefton, J. M. (1989). A season-long investigation of fun in youth sports. Journal of Sport and Exercise Psychology, 11(4), 355-366.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270.
Wu, L. H., Wu, L. C., & Chang, S. C. (2016). Exploring consumers’ intention to accept smartwatch. Computers in Human Behavior, 64, 383-392.
Yang, S., Lu, Y., & Chau, P. Y. (2013). Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms. Decision Support Systems, 54(2), 858-869.
Zaltman, G., & Wallendorf, M. (1979). Consumer behavior, basic findings and management implications. Wiley.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations