Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
With the proliferation of mobile internet and social media, the simultaneous use of online and offline channels by customers is facilitating the emergence of new shopping behaviors. Omni-channel retailing has been given a considerable attention in recent literature. Although lots of research was devoted to understanding consumers' omni-channel adoption, few studies have discussed the customer's online behaviors and offline behaviors simultaneously in an omni-channel context. By applying activity theory(AT) perspective, this study aims to create insight into omni-channel customers’ service on customers’ behavior in online/offline context. Activity theory has emerged as a new philosophical framework for conceptualizing human activities. Since AT paradigm provides useful supplement to human information processing, AT could provide guide to understand consumer's activity. Drawing upon AT, this study adopts AT to compare consumer activity in online and offline context and to apply it to practical research. From online customer’s point of view, contradictions between object to save costs and rules related to concern about delivery costs can be generated in the process of making a decision about where they will purchase. Meanwhile, from offline customer’s perspective, contradictions between object to save efforts and rules related to less variety can be generated in the process of shopping offline.
Abstract
With the proliferation of mobile internet and social media, the simultaneous use of online and offline channels by customers is facilitating the emergence of new shopping behaviors. Omni-channel retailing has been given a considerable attention in recent literature. Although lots of research was devoted to understanding consumers' omni-channel adoption, few studies have discussed the customer's online behaviors and offline behaviors simultaneously in an omni-channel context. By applying activity theory(AT) perspective, this study aims to create insight into omni-channel customers’ service on customers’ behavior in online/offline context. Activity theory has emerged as a new philosophical framework for conceptualizing human activities. Since AT paradigm provides useful supplement to human information processing, AT could provide guide to understand consumer's activity. Drawing upon AT, this study adopts AT to compare consumer activity in online and offline context and to apply it to practical research. From online customer’s point of view, contradictions between object to save costs and rules related to concern about delivery costs can be generated in the process of making a decision about where they will purchase. Meanwhile, from offline customer’s perspective, contradictions between object to save efforts and rules related to less variety can be generated in the process of shopping offline.
참고문헌 (23)
- D. Herhausen, "Integrating bricks with clicks:Retailer-level and channel-level outcomes of online–offline channel integration", Journal of Retailing, 91(2), pp.309~325 (2015)
- K. Pauwels, "Building with bricks and mortar: The revenue impact of opening physical stores in a multichannel environment", Journal of Retailing, 91(2), pp.182~197 (2015)
- P. C. Verhoef, "From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing", Journal of Retailing, 91(2), pp.174~181 (2015)
- S. Hosseinia, "Mindfully going omni-channel: An economic decision model for evaluating omni-channel strategies", Decision Support Systems, 109, pp.74~88 (2018)
- W. Piotrowicz, "Introduction to the special issue information technology in retail: Toward omnichannel retailing", International Journal of Electronic Commerce, 18(4), pp.5~16 (2014)
- C-D. Chen, "User's adoption of mobile O2O applications: Perspectives of the uses and gratifications paradigm and service dominant logic", Pacific Asia Conference on Information Systems(PACIS) (2015)
- R. Hansen, "Hummel's digital transformation toward omnichannel retailing:Key lessons learned", MIS Quarterly Executive, 14(2), pp.51~66 (2015)
- S. Yang, "Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms", Decision Support Systems, 54(2), pp.858~869 (2013)
- S. Yang, "Empirical investigation of customers’ channel extension behavior: Perceptions shift toward the online channel", Computers in Human Behavior, 27(5), pp.1688~1696 (2011)
- A. Rapp, "Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance", Journal of Retailing, 91(2), pp.358~369 (2015)
- Y. Lu, "A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel", Computers in Human Behavior, 27(1), pp.355~364 (2011)
- H-H. Lin, "The effect of multi-channel service quality on mobile customer loyalty in an online-and-mobile retail context", The Service Industries Journal, 32(11), pp.1865~1882 (2012)
- S. Heitz-Spahn, "Cross-channel free-riding consumer behavior in a multichannel environment: An investigation of shopping motives, sociodemographics and product categories", Journal of Retailing and Consumer Services, 20(6), pp.570~578 (2013)
- T. Falk, "Identifying cross-channel dissynergies for multichannel service providers", Journal of Service Research, 10(2), pp.143~160 (2007)
- T. Kollmann, "Cannibalization or synergy? Consumers'channel selection in online–offline multichannel systems", Journal of Retailing and Consumer Services, 19(2), pp.186~194 (2012)
- G. Z. Bedny, "Activity theory: history, research and application", Theoretical Issues in Ergonomics Science, 1(2), pp.168~206 (2000)
- Y. Engestrom, "Activity theory as a framework for analyzing and redesigning work", Ergonomics, 43(7), pp.960~974 (2000)
- J. Mickelsson, "Customer activity: A perspective on service use" (2014), Hanken School of Economics
- Learning by expanding: An activity theoretical approach to developmental research, "Y. Engestrom", Orienta-Konsultit, ~ (1987)
- Activity theory:who is doing what, why and how, in Being Practical with Theory: A Window into Business Research, "H. Hasan", THEORI, ~ (2014)
- F. Blackler, "Organizing processes in complex activity networks", Organization, 7(2), pp.277~300 (2000)
- N-I. Boer, "An activity theory approach for studying the situatedness of knowledge sharing", Proceedings of the 35th Hawaii International Conference on System Sciences, pp.90~99 (2002)
- T. Brown, "Confirmatory factor analysis for applied research" (2006), Guilford Press