The Linkages Among Cross-channel Integration Capability, Showrooming, Webrooming, And Customer Value: An Empirical Study

• 영문명: The Linkages Among Cross-channel Integration Capability, Showrooming, Webrooming, And Customer Value: An Empirical Study
• 발행기관: 한국유통과학회
• 저자명: Phuong-Linh NGUYEN Dinh-Quyet PHAN Thi-Uyen NGUYEN
• 간행물 정보: 『유통과학연구(JDS)』제21권 제1호, 13~22쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.01.30

영문 초록

Purpose: This study aims to investigate the linkages among cross-channel integration capability (CCI), showrooming, webrooming, and customer value of retail enterprises. From the literature review, this research proposes the research model on the direct impact of showrooming and webrooming on customer value as well as the indirect impact of cross-channel integration capability on customer value which is mediated by both showrooming and webrooming of retail enterprises. Research design, data, and methodology: By conducting a survey of 304 consumers in the five biggest retailers in Hanoi-Vietnam from mid-September 2021 to the end of November 2021, the PLS-SEM was used to test the hypotheses. Results: The research results reveal the favorable impact of (CCI) on improving showrooming and webrooming, and the important role of developing both showrooming and webrooming in bringing more value to the customer of retail enterprises. The findings also express that showrooming and webrooming acts mediating role in the favorable relationship between (CCI) and customer value of retailers. Conclusions: This research clarifies the positive impact of (CCI), showrooming, and webrooming on customer value. In addition, this study suggests practical implications for retail managers to provide more value for customers by enhancing (CCI) and developing both showrooming and webrooming.

목차

1. Introduction

2. Literature Review and Research Model

3. Methodology and Data Collection

4. Results and Findings

5. Discussions and Implications

6. Conclusion, Limitation, and Future Studies

References

키워드

Cross-channel Integration Capability Showrooming Webrooming Customer Value Retail Enterprises