Effects of the most useful offline-online and online-offline channel integration services for consumers

Abstract

Channel integration services such as click-and-collect provide consumers with a seamless experience across channels. However, research on the effects of simultaneously offered but differently useful offline-to-online (OFF-ON) and online-to-offline (ON-OFF) integration services for consumers is lacking. Managers still find it challenging to decide for those services that increase channel quality and behavioral outcomes. Therefore, this study analyzes ramifications of integration services. The authors apply latent moderated structural equations to analyze mediation paths of most useful OFF-ON and ON-OFF services for consumers to offline and online purchase intentions via perceived quality of offerings in major sales channels. Importantly, they differentiate cross-channel effects and interesting moderators.Based on data from 722 consumer evaluations of leading omni-channel fashion firms, the results show indirect-only effects. OFF-ON services provide knowledge about and ease of access to both offline and online channels; ON-OFF services show no links to offline channels, i.e., purchase intentions depend on perceived quality of online offerings. Surprisingly, OFF-ON services increase both purchase intentions the most. Additionally, higher levels of consumers' online shopping experience reduce the mediation paths, and higher levels of perceived channel congruence positively and negatively moderate them. Knowing the cross-channel effects of OFF-ON and ON-OFF services that are most important to consumers is essential for decision makers, as they logically matter most to firms in competition.