Effect of Multi-Channel Integration on Customer Purchase Intention

ABSTRACT

Although researchers have suggested the importance of multi-channel including mobile channel, few studies have focused on the quality of multi-channel integration. This research draws on Stimulation-Organism-Response theory to explore how consumer’ perception of dimensions of multi-channel integration affect purchase behavior. The results demonstrated that diversity of channel access had no significant impact on consumer perception of the quality of multi-channel service. However, perceived consistency of product information had a significant positive impact on the perception of the quality of multi-channel service, as did user information sharing, and process integration. Consumer perception of the quality of multi-channel service had a significant positive impact on the purchase intention, playing a mediating role in our model. This research further discuss the effects of consumers’ efficacy in multi-channel setting on their purchase intention. These findings provide guidance for retailers as they develop multi-channel strategies, contribute to multi-channel integration literature about multi-channel quality dimensions.

KEYWORDS:

• Multi-channel integration
• structural equation model
• consumer perception
• service quality