Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing

線上與線下零售業管理多重通路整合、設計環境賦使知覺及發展顧客關係

吳立偉(Li-Wei Wu) ； 唐運佳(Yun-Chia Tang) ； 王崇昱(Chung-Yu Wang)

《臺大管理論叢》 31卷3期 (2021/12) Pp. 161-201

https://doi.org/10.6226/NTUMR.202112_31(3).0004

摘要

Multichannel retailers generally have more competitive advantages when compared with single channel retailers due to the integration effect between online and offline channels. Even though multichannel integration has been recognized as a key factor for retailers, its influence on customers' responses remains unclear and deserves further exploration. To address this knowledge gap, this study investigates how multichannel integration and perceived affordances can benefit multichannel retailers by enhancing economic and customer values, satisfaction, and loyalty. We also examine the interactions between different channels. This study involves the collection and analysis of 387 questionnaires from customers of certain multichannel retailers. We then verify the assumed casual links in our proposed model using SEM analysis. We are able to confirm the positive influences of multichannel integration and perceived affordances on economic and relational values. We also validate the positive impacts of economic and relational values on satisfaction; the effect of online and offline satisfaction on both online and offline loyalty. Additionally, this study examines how offline satisfaction transfers to online satisfaction as well as how offline loyalty transfers to online loyalty. We contribute to the marketing literature by offering a complete model that explicates customers' multifaceted responses in the multichannel context. Most importantly, we believe multichannel retailers should enthusiastically pursue managing strategies regarding multichannel integration, and design finest perceived affordances so that online and offline channels can reinforce each other. These understandings will enable managers to systematically coordinate efforts to take full advantage of multichannel integrations.

關鍵字

multichannel integration ； perceived affordances ； customer value ； satisfaction ； loyalty

並列摘要

長久以來，基於線上和線下通路間的整合效應，相對於單一通路零售業者而言，多重通路零售業者往往具有相對優勢。然而，儘管多重通路整合早已被視為是零售業者的重要策略，但其引起的顧客反應與跨通路整合之認知仍然不清楚，據此，有需要更進一步釐清與理解。為了彌補此鴻溝，本研究探討多重通路整合和環境賦使知覺如何透過增強經濟價值、關係價值、滿意度與忠誠度，而讓多重通路零售業者受益，此外我們也驗證了在不同通路之間顧客滿意度及忠誠度的交互作用。本研究從多重通路零售業者之顧客中蒐集及分析了387份樣本問卷，模型中的假說則以結構方程模型驗證。本研究發現：多重通路整合及環境賦使知覺分別正向影響經濟價值與關係價值；經濟價值及關係價值正向影響線上及線下通路間之滿意度；線上及線下滿意度則分別影響線上及線下忠誠度。此外，本研究也檢視了線下滿意度如何轉化成為線上滿意度，及線下忠誠度如何形成為線上忠誠度。本研究的貢獻在於以整合的觀點，提供完備的模型來解釋顧客在跨多重通路脈絡下的不同反應。我們認為最重要的是，多重通路零售業者應該積極尋求管理多重通路整合之方式，並設計優良的環境賦使知覺，使線上及線下通路可以相互加強。希冀本研究結果在未來能使經理人可以有系統地協調通路之間的關係，並進一步達成全方位的整合效益。

並列關鍵字

多重通路整合 ； 設計環境賦使知覺 ； 顧客價值 ； 滿意度 ； 忠誠度

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