Enhancing the Customer’s Information-sharing Intention Through Omnichannel Strategies

• 영문명: Enhancing the Customer’s Information-sharing Intention Through Omnichannel Strategies
• 발행기관: 한국유통과학회
• 저자명: Nguyen Thi Tuyet NHUNG Van Thanh-Truong NGUYEN Nguyen Tuong An HUYNH Bui Thanh KHOA
• 간행물 정보: 『유통과학연구(JDS)』제21권 제3호, 83~92쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: An omnichannel strategy creates a consistent brand image and customer experience across all channels, making it easier for customers to interact with a business and share information. This research aimed to investigated the relationship between consumers' information-sharing intention and their omnichannel experiences. Research design, data, and methodology: Through an online survey conducted in Vietnam, the study obtained 915 responses. The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to analyze research data and confirm proposed research hypotheses. Results: Research results indicated that information-sharing intention is affected by both online and offline customer experience, and at the same time, the study also confirmed that omnichannel’s three characteristics (integration, individualization, interaction) positively impact on customer experience. Conclusions: From the research result, businesses may boost consumer trust and loyalty with the help of an omnichannel approach, which in turn increases customers' propensity to provide personally identifying information to the firm. One way to do this is to facilitate information exchange by delivering customized and relevant offers. Furthermore, companies show consumers the benefit of providing their data by utilizing it to enhance the customer experience.

목차

1. Introduction

2. Literature Review

3. Research Method

4. Data analysis

5. Discussion

6. Conclusion

Reference

키워드

Customer Experience Individualization Integration Interaction Stimulus-Organism-Response Model (SOR) Omnichannel