Abstract
As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to channel integration due to ICT development. Centered on young people who have recently put importance on in-store experience and direct experience, offline pickup service is reinforced beyond online delivery. This study aims to analyze the effects of a distribution company’s brand factors on customer consumption value and satisfaction targeting the omnichannel-based pickup service. The research model was designed to find out whether brand image, identity, attachment, and trust factors affect consumption satisfaction factors through the intervention of emotional and functional consumption value factors. This study targeted 324 consumers using Korea’s omnichannel-based pickup service and carried out a questionnaire survey. According to the analysis result, the brand image and brand identity had a positive (+) effect on the emotional value and functional value. Brand attachment and brand trust positively affected emotional value but the hypothesis on functional value was rejected. Hence, brand factors were confirmed to work on improving a consumer’s emotional value effectively.
Highlights
This study empirically analyzed the effects of online verification, AMOS 25.0 was used for confirmatoshopping brand effect factors on consumption val- ry factor analysis and path analysis, based on the ue and shopping customer service satisfaction us- structural equation
This study empirically indicates the correlations of such brand factors as brand image, brand identity, brand attachment, and brand trust, affecting customers’ consumption values and pickup service satisfaction on online shopping omnichannel platforms
The results show that brand image is the most important influencer on customer value and satisfaction of omnichannel-based pickup services
Summary
Regarding consumer-brand relation- purchased product supply/demand channel, the ships on omnichannel brands, consumers can delivery service of Internet shopping has been disinteract with brands through consumers’ direct cussed as a key issue (Verhoef et al, 2015) The reabrand experience such as showrooming, reverse son is that the accuracy, speed, and convenience showrooming, and morooming, while the rela- of delivery services affect brand loyalty and contionship may develop and be maintained through sumer satisfaction towards online shopping comtrust and emotional reactions (Keng et al, 2007). Brand at- H4: Brand identity on the omnichannel-based tachment is indicated by the intensity of the pickup service upon online shopping will posconsumer’s cognitive and emotional solidarity itively affect functional consumption value. Brand attachment on omnichannel-based pickup service upon online shopping will positively affect functional consumption value. Brand trust towards omnichannel-based pickup service upon online shopping will positively affect emotional consumption value
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