全渠道
互动性
在线和离线
频道(广播)
价值(数学)
服务(商务)
业务
一致性(知识库)
广告
营销
心理学
计算机科学
多媒体
电信
机器学习
人工智能
操作系统
作者
Xingwen Cui,Qinghong Xie,Jing Zhu,Mahmud Akhter Shareef,M. Awais Shakir Goraya,Muhammad Shakaib Akram
标识
DOI:10.1016/j.jretconser.2021.102869
摘要
Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management.
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