Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness

Abstract

Given the growth of e-commerce and the widespread adoption of mobile devices, retailers face the ever-increasing challenge of losing customers due to customers’ in-store mobile usage. Although researchers have suggested methods for retaining these customers, few studies have focused on the role of cross-channel integration. Thus, this research draws on experiential learning theory to reveal customers’ reaction process wherein in-store mobile usage experience can improve customers’ retaining decision by managing their perceptions of cross-channel integration in omni-channel retailing. This research further explores the contingency roles of product information overload and alternative attractiveness in regulating the effect of in-store mobile usage experience. A web-based survey of 241 consumers showed that customers’ perceptions of cross-channel integration fully mediate the effect of in-store mobile usage experience on customer retention, whereas product information overload and alternative attractiveness weaken the effect of in-store mobile usage experience. Theoretical and practical implications are further discussed.