Channel Integration Quality, Perceived Fluency and Omnichannel Service Usage: The Moderating Roles of Internal and External Usage Experience

Xiao-Liang Shen
Along with the rapid development of in-store technology, multichannel service is being shifted to omnichannel. By integrating different parallel channels, omnichannel service delivers customers an integrated, seamless and consistent cross-channel shopping experience. To better understand this emerging phenomenon, this study intends to explore the potential drivers of omnichannel service usage. Drawing upon Wixom & Todd framework, this study develops a research model by including object-based beliefs (i.e., channel integration quality) and behavioral beliefs (i.e., perceived...
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