解读一致性和无缝性对全渠道客户体验的综合影响:多项式回归分析

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-01-29 DOI:10.3390/jtaer19010013
Wei Gao, Ning Jiang
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引用次数: 0

摘要

尽管渠道一致性和无缝性一直被视为开展全渠道业务的两个关键因素,但它们的综合效应仍有待揭示。通过多项式回归,本研究揭示了全渠道背景下渠道一致性和无缝性对客户体验的综合影响。结果表明,同时增强渠道一致性和无缝性可以改善全渠道客户体验。高(低)水平的渠道一致性和低(高)水平的渠道无缝性对全渠道客户体验的综合影响也是积极的。在全渠道背景下,数据脆弱性可加强渠道一致性和无缝性对客户体验的综合影响。这项研究不仅揭示了渠道一致性和无缝性不同组合的复杂影响,还为从业人员开展全渠道零售提供了新的见解。
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Demystifying the Combined Effect of Consistency and Seamlessness on the Omnichannel Customer Experience: A Polynomial Regression Analysis
Although channel consistency and seamlessness have been regarded as two critical factors in conducting omnichannel business, their combined effect has yet to be revealed. By employing a polynomial regression, this study disentangles the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. The results indicate that enhancing channel consistency and seamlessness simultaneously can improve the omnichannel customer experience. The combined effect of a high (low) level of channel consistency and a low (high) level of channel seamlessness on the omnichannel customer experience is also positive. Data vulnerability can strengthen the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. This study not only uncovers the complex influences of different combinations of channel consistency and seamlessness but also provides new insights into conducting omnichannel retail for practitioners.
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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