Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception

Abstract

Objectives: The effect of integrated marketing communications (IMC) has not received sufficient attention in the e-commerce context. The objective of this research was to examine the effects of customer orientation and technology orientation on IMC and relational performance (i.e., trust, commitment, loyalty). Methods: Three hundred valid responses were obtained via questionnaire from e-commerce shoppers (e.g., Amazon, Rakuten, and Yahoo Shopping) in Japan. The partial least squares structural equation modeling procedure was utilized to examine the measurement models and test the research hypotheses. Results: IMC antecedents of strategic orientations, such as customer orientation and technology orientation, were found to positively influence IMC consistency. Technology orientation was found to exert a more significant role in the development of IMC consistency than customer orientation. In addition, all three factors of relational performance were found to be affected by IMC consistency, with the most significant impact found for brand trust. This study found that customer attitudes towards brand trust and commitment mediated the relationship between IMC and brand loyalty. Conclusions: These findings suggest that marketing managers responsible for e-commerce brand promotion and other branding activities need to evaluate the relative contributions of IMC antecedents of strategic orientations. Furthermore, if consumers perceive a consistent message and image of e-commerce brands, they are more likely to learn more about them, develop positive feelings, and actively promote them to others. To improve brand loyalty, the establishment of brand trust and commitment appears to be crucial.