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- Title
Cross-Channel Integration and its Impact on Customers' Behavioral Intentions: A Serial Mediation Model.
- Authors
Srivastava, Chetan; Debashis, Raja
- Abstract
The present study aims to understand customer behavior in response to Cross-channel Integration (CCI) facilities provided in an omni-channel retail setting, a topic that has attracted significant attention in academia and industry. Drawing on the Stimulus-Organism-Response (S-O-R) theoretical framework, the key contribution of this study is to simultaneously analyze negative and positive organisms which channel the stimulus triggered by integrated channels to produce different consumer responses. This research examines the impact of "trust" and "interest in alternatives" on omni-channel customers' behavioral intentions manifested in repurchase intention and word of mouth referral. It also explores the serial mediation path via the identified factors. The findings of the cross-sectional survey, conducted among consumers of the largest South Asian country, demonstrate that CCI and customers' behavioral intentions are positively related. The results also show that seamless integration of various channels enhances customer trust in the retailer and, at the same time, diminishes their Interest in Alternatives (IIA) provided by competing retailers. Furthermore, both mediators were found to serially mediate the association between CCI and customers' behavioral intentions. Finally, the study's limitations are discussed, along with implications for theory and practice.
- Subjects
MULTI-channel integration; CONSUMERS; CONSUMER behavior; INTENTION; TRUST; STOCK-keeping unit
- Publication
South Asian Journal of Management, 2023, Vol 30, Issue 4, p123
- ISSN
0971-5428
- Publication type
Article