Effects of the most useful offline-online and online-offline channel integration services for consumers

摘要

Channel integration services such as click-and-collect provide consumers with a seamless experience across channels. However, research on the effects of simultaneously offered but differently useful offline-to-online (OFF-ON) and online-to-offline (ON-OFF) integration services for consumers is lacking. Managers still find it challenging to decide for those services that increase channel quality and behavioral outcomes. Therefore, this study analyzes ramifications of integration services. The authors apply latent moderated structural equations to analyze mediation paths of most useful OFF-ON and ON-OFF services for consumers to offline and online purchase intentions via perceived quality of offerings in major sales channels. Importantly, they differentiate cross-channel effects and interesting moderators.