To successfully implement omnichannel strategies, companies are required to use physical and online touchpoints effectively. This research aims to explore how consumers interact…
Abstract
Purpose
To successfully implement omnichannel strategies, companies are required to use physical and online touchpoints effectively. This research aims to explore how consumers interact with various omnichannel touchpoints and identify the positive outcomes for firms.
Design/methodology/approach
Drawing on the perspective of MRT and UGT, this study developed a comprehensive framework based on hypotheses and employed structural equation modeling to test it in Study 1. To further examine the effects of omnichannel touchpoints on customer experience and shopping behavior intentions, Study 2 used a between-subjects experimental design.
Findings
The results reveal that particular touchpoints positively influence specific dimensions of customer experience, affecting brand attitude, purchase intention and experience sharing. Findings also indicate that product types moderate the relationship between omnichannel touchpoints and customer experience, as well as the relationship between customer experience and brand attitude.
Originality/value
This research enriches interactive marketing literature on customer experience and omnichannel shopping, providing companies seeking omnichannel touchpoint design with solid theoretical insights and empirical evidence.
Details
Keywords
Chin-Ching Yin, Yun-Chia Tang, Yi-Ching Hsieh, Hung-Chang Chiu and Shu-Jie Jhu
This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values…
Abstract
Purpose
This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.
Design/methodology/approach
From the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.
Findings
The results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.
Originality/value
This study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.
Details
Keywords
Chin-Ching Yin, Hung-Chang Chiu and Yi-Ching Hsieh
Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories…
Abstract
Purpose
Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types.
Design/methodology/approach
The authors used a survey of university students to test this study’s hypotheses.
Findings
The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products.
Research limitations/implications
To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products.
Practical implications
The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes.
Originality/value
Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.
Details
Keywords
Chin-Ching Yin, Yi-Ching Hsieh, Hung-Chang Chiu and Jhih-Ling Yu
The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and…
Abstract
Purpose
The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and post-choice satisfaction. Second, the authors investigate how time pressure moderates the effects of self-awareness on choice inconsistency and post-choice satisfaction so that online sellers can better align their marketing strategies.
Design/methodology/approach
This research consists of two studies. Study 1 conducted a 3 (self-awareness: public/private/control) × 2 (time pressure: high/none) experiment, and 311 online participants were recruited to explore the influence of public self-awareness and time pressure. Study 2 used a 3 (self-awareness: public/private/control) × 2 (time pressure: high/no) × 2 (self-consciousness: high/low) quasi-experiments, and the authors used 652 online participants to examine the effect of self-awareness, time pressure and public self-consciousness on choice inconsistency and post-choice satisfaction.
Findings
The results indicate that publicly self-aware consumers under high time pressure show greater inconsistency than those under no time pressure. Also, people with higher public self-consciousness exhibited higher choice inconsistency and post-choice satisfaction in public self-awareness situations than those in private self-awareness and control conditions.
Research limitations/implications
To generalize the results, this study should be replicated using more heterogeneous populations in diverse regions and cultures, as well as other product categories.
Practical implications
This study explores the implications of evoking self-awareness during online consumption and the online purchase process by observing the moderating effect of self-consciousness and time pressure. The findings provide insights to marketing practitioners who seek to increase their companies’ competitive advantage and profits through effective online manipulations of consumers’ self-awareness.
Originality/value
Extant research does not address how time pressure affects the relationships among public self-awareness, choice inconsistency and post-choice satisfaction. In addition, prior research only focused on public self-awareness in customer consumption. This study bridges these gaps and has implications for e-commerce, consumer behavior and relationship marketing research fields.