Interoperability of online loyalty and offline loyalty in omnichannel retailing service: seeking innovation in retail industry

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY Accounts of Chemical Research Pub Date : 2021-12-19 DOI:10.1080/19761597.2021.2004178

Jiyoon Lee, Minjoo Yoo, M. Ryu, Dongyan Nan, J. Kim, Daeho Lee

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引用次数: 1

Abstract

ABSTRACT To stay competitive, retail companies have introduced innovative retailing strategies for enhancing the consumer experience. Among these, omnichannel retailing services are one of the most critical services. However, studies on the loyalty required to secure the market using omnichannel strategies are limited. Instead of arbitrarily selecting key factors for users’ loyalty based on previous research data used by users in social networking services were evaluated in this study, and the validity of the selection of variables was verified through network analysis. A structural equation model based on the results of network analysis and the factors influencing online loyalty and offline loyalty were analysed using the model. Therefore, independent variables except for perceived usability exhibited a positive effect on user satisfaction, and user satisfaction had a positive effect on loyalty. Furthermore, offline user satisfaction exhibited a positive effect on online loyalty, but online user satisfaction did not. Suggestions for future research and corporate strategy were provided.

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全渠道零售服务中线上忠诚与线下忠诚的互操作性:寻求零售行业创新

摘要为了保持竞争力，零售公司推出了创新的零售策略来增强消费者体验。其中，全渠道零售服务是最关键的服务之一。然而，关于使用全渠道策略确保市场安全所需的忠诚度的研究有限。本研究评估了用户在社交网络服务中使用的先前研究数据，而不是随意选择影响用户忠诚度的关键因素，并通过网络分析验证了变量选择的有效性。基于网络分析结果建立了一个结构方程模型，并利用该模型分析了影响在线和离线忠诚度的因素。因此，除了感知可用性之外的自变量对用户满意度表现出积极影响，而用户满意度对忠诚度也有积极影响。此外，线下用户满意度对在线忠诚度有正向影响，但在线用户满意度没有。对未来的研究和公司战略提出了建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.

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