“…Compared with single channel or multi-channel, the unique aspects of omni-channel are: multiple interactions across channels and touch points; focus on the interaction between channels and brands; and meet consumers’ expectations for a seamless shopping experience ( Huré et al, 2017 ; Jin et al, 2018 ). Verhoef et al (2015) defined omni-channel management as “synergistic management of the numerous available channels and customer touchpoints, in such a wat that the customer experience across channels and the performance over channels is optimized.” Consumers can switch retail channels at multiple stages of the purchase journey based on their personal preferences, and ultimately complete shopping behaviors such as information search, product purchase, shipping, and returns ( Asmare and Zewdie, 2022 ). Therefore, retailers need to develop omni-channel strategies in response to consumers’ changing purchase methods (e.g., in-store or online purchases) and preferences (e.g., home delivery or pick-up in store) ( Murfield et al, 2017 ).…”
Section: Literature Review and Research Modelmentioning
Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers’ omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.
“…Compared with single channel or multi-channel, the unique aspects of omni-channel are: multiple interactions across channels and touch points; focus on the interaction between channels and brands; and meet consumers’ expectations for a seamless shopping experience ( Huré et al, 2017 ; Jin et al, 2018 ). Verhoef et al (2015) defined omni-channel management as “synergistic management of the numerous available channels and customer touchpoints, in such a wat that the customer experience across channels and the performance over channels is optimized.” Consumers can switch retail channels at multiple stages of the purchase journey based on their personal preferences, and ultimately complete shopping behaviors such as information search, product purchase, shipping, and returns ( Asmare and Zewdie, 2022 ). Therefore, retailers need to develop omni-channel strategies in response to consumers’ changing purchase methods (e.g., in-store or online purchases) and preferences (e.g., home delivery or pick-up in store) ( Murfield et al, 2017 ).…”
Section: Literature Review and Research Modelmentioning
Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers’ omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.
“…Through these channels, they can create a specific type of interaction with a specific target customer. 5 , 11 , 12 , 13 Figure 1 Multichannel channels. SEO, search engine optimization.…”
Section: Introductionmentioning
confidence: 99%
“…Additionally, cross-channel interaction allows the customer to move almost effortlessly between the channels during their interaction journey. 5 , 11 , 13 In short, the advantage for the consumer is that he/she can switch from one channel to another without major problems or difficulties.…”
Section: Introductionmentioning
confidence: 99%
“…The main objective of omnichannel interaction is to remove all barriers between the online and offline customer journey, which happens in other types of interactions. 5 , 10 , 11 , 12 An omnichannel strategy is a process of designing, implementing, coordinating, integrating, and evaluating different channels to increase customer value through effective customer acquisition, retention, and development. 11 Thus, the multichannel strategy is presented as a set of channels that intend to provide a service or sell products to consumers in multiple interaction channels.…”
Section: Introductionmentioning
confidence: 99%
“…Omnichannel interaction is the most comprehensive type of interaction, involving the seamless integration and management of the customer experience across all channels. 8 , 11 , 12 , 13 Several studies have been conducted on multichannel interaction services in health care services. 14 , 15 , 16 , 17 Despite these efforts, there is a notable dearth of literature regarding the development and implementation of omnichannel interaction services.…”
Omnichannel represents a customer‐oriented distribution paradigm through which retailers can deliver a seamless customer experience and create an authentic brand narrative that is communicated to customers across diverse touchpoints. Despite the increasing relevance of the omnichannel approach, research on how omnichannel can affect the customer experience remains scant. This research consists of a qualitative study and three experimental studies. Drawing from signaling theory, we contend that the signal congruency established by omnichannel—where all the channels are aligned and convey a consistent message to customers—can enhance consumers' purchase intention and perceptions of brand authenticity. We further investigate the role of brand authenticity as a mediator of the relationship between multichannel customer experience (seamless vs. nonseamless) and purchase intention, as well as of brand untrustworthiness as a moderator of the relationship between multichannel customer experience and brand authenticity. The results show that a seamless multichannel customer experience has a significant main effect on purchase intention and that participants in the seamless multichannel customer experience condition perceive the brand as more authentic than those in the nonseamless multichannel customer experience condition. Both the mediation and moderation hypotheses are supported. These findings enhance the literature on signaling theory and omnichannel. They also provide insightful implications for retailers in terms of managing the omnichannel customer experience. Overall, this study integrates the research areas of brand authenticity and omnichannel and provides valuable insights by indicating how seamlessness can boost consumers' perception of brand authenticity. Furthermore, the study advances our knowledge by investigating the impact of brand authenticity as both a result of the omnichannel customer experience and a predictor of purchase intention.
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