Consumer processing of mobile online stores: Sources and effects of processing fluency

Sohn, Stefanie

doi:10.1016/j.jretconser.2017.01.008

Cited by 48 publications

(19 citation statements)

References 87 publications

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“…Alnawas and Aburub, 2016). Furthermore, previous research on processing fluency has adopted this approach to assess overall experiences in the digital context, which has been demonstrated to be of particular value (Sohn, 2017).…”

Section: Methodsmentioning

confidence: 99%

The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram

Huang

2020

IJRDM

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PurposeDrawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of visually appealing digital content in social media (i.e. Instagram) of retail brands.Design/methodology/approachData were gathered using a web-based survey method with consumers residing in the USA (N = 328). Structural equation modelling (SEM) was employed to investigate the proposed hypotheses. In addition, measurement invariance and multigroup analyses were conducted to test the moderation effect of need for cognition (NFC).FindingsThe results supported the pivotal role of mental imagery when consumers process visual messages in the context of a retail brand's Instagram. Both comprehension fluency and imagery fluency positively influence mental imagery, which in turn cultivates positive attitude towards the brand. The mediating role of mental imagery is confirmed. Furthermore, individuals' NFC interacts with imagery fluency but not with comprehension fluency such that high NFC strengthens the effect of imagery fluency on mental imagery. That is, when high-NFC consumers process information on Instagram, their perceptions of ease of generating imagery likely evoke visual representation of the brand's messages on Instagram in their minds.Practical implicationsThis research provides feasible ways for brands to increase the effectiveness of digital marketing communications in social media (e.g. optimising of the contextual features of visual information and employing interactive features such as filters of social media to enhance processing fluency).Originality/valueWithin the context of digital retailing, this study provides a new perspective of consumers' imagery processing to investigate the effectiveness of visual-focussed messages.

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Section: Methodsmentioning

confidence: 99%

The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram

Huang

2020

IJRDM

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“…In other words, all incoming and outgoing shipping flows of intermediary deport should be equal and no item is stored in intermediate depots to decrease costs. Constraints (10) and (11) respectively show the minimum and maximum number of intermediary depots, which can be established in each scenario. Constraint (12) guarantees that the same vehicle shipping a customer's intended item from distribution center to depot point also ships the item from there to the customer.…”

Section: Sets and Indicesmentioning

confidence: 99%

A Combined Benders Decomposition and Lagrangian Relaxation Algorithm for Optimizing a Multi-Product, Multi-Level Omni-Channel Distribution System

et al. 2020

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The development of supply chain distribution systems from single-to multi-channel networks for delivering items to end customers has effected many changes in the retail sector. Following the adoption of multi-channel distribution strategies and rapid development of relevant technologies, the Omni-channel approach can yield significant benefits and facilitate trade with customers. This paper aims to optimize a multi-product, multi-level Omni-channel distribution network and shipping flows of products within the network under uncertain conditions. A multi-objective mathematical model is developed that minimizes the costs of supply chain while maximizing customer satisfaction over different scenarios. In order to solve the proposed model, a combined algorithm is developed based on Benders Decomposition (BD) and Lagrangian Relaxation (LR). The presented model and solution approach is implemented in a case study of a distribution system, a large e-commerce startup and online store. Five different scenarios with various service levels are investigated and the numerical results are discussed compared to previous findings. The efficiency of the proposed combined BD-LR solution algorithm is also demonstrated. The results obtained from the case study show that higher service levels are correlated with higher levels of customer satisfaction and lower cost of the system.

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“…Second, stemmed from channel integration research, omni-channel consistency has been well-defined as the integrated interaction quality which involves two dimensions: content consistency and process consistency [29,30]. Based on these two dimensions, extant research has shed light on various types of channel consistency, such as promotion congruence [31], visual e-channel congruence [32], image congruity [33], cross-channel congruence [1], and retailer-brand incongruity [34]. Although customer experience captures a holistic judgement of interaction quality, and it is becoming the norm for customers to expect a consistent shopping experience across different retail channels [28], there has been little research on the consistency of multichannel customer experiences [35].…”

Section: Introductionmentioning

confidence: 99%

Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis

Gao

Fan

2021

JTAER

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Drawing on expectation disconfirmation theory, this study explores the dyadic nature of omni-channel consistency on customer experience. Specifically, we propose a conceptual model that focuses on a brand’s offline channel customer experience relative to that of its online channel, and test the influences of customer experience (in)consistency on customer satisfaction, which then improves repurchase intention and word-of-mouth. The results of polynomial regressions on 265 survey respondents indicate that given omni-channel customer experience inconsistency, customers prefer consistent online and offline experiences. For omni-channel consistency at lower levels of customer experience quality, customers prefer consistency at higher levels of quality. For omni-channel inconsistency where offline customer experience quality is lower than that online, customers prefer omni-channel inconsistency, where offline customer experience quality is higher than that online. These findings produce not only theoretical contributions but also insightful suggestions for how customer experience can be taken into consideration in the promotion of a brand’s omni-channel service success.

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Consumer processing of mobile online stores: Sources and effects of processing fluency

Cited by 48 publications

References 87 publications

The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram

The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram

A Combined Benders Decomposition and Lagrangian Relaxation Algorithm for Optimizing a Multi-Product, Multi-Level Omni-Channel Distribution System

Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis

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