Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

As omnichannel shopping behavior becomes increasingly popular among consumers, how to leverage the respective advantages and synergies of online and offline channels to retain customers for a long time is an urgent issue for retailers to solve. The purpose of this study is to explore the key advantages of online and offline channels influencing the omnichannel shopping experience in the decision-making process, and investigate their impact on consumer perceived value and brand relationship performance, as well as the interaction effect of online channel advantages and offline channel advantages. This study identifies the key advantages of online channels (search convenience, customer-generated information richness, and social connection) and offline channels (direct product experience, sales-staff assistance, and servicescape aesthetics) through a qualitative study and relevant literature review. Then, the proposed research framework was tested using the structural model equation in AMOS and hierarchical regression techniques in SPSS utilizing data from 347 shoppers. The results show that all variables except customer-generated information richness have positive impact on consumer perceived value. Other than search convenience and customer-generated information richness, consumer perceived value mediates the effect of other variables on brand relationship performance. Additionally, the interaction effect of online and offline channel advantages positively impacts consumer perceived value.