Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)

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The Impact Mechanism of Consumers’ Online Channel Transfer Intention in Omni-channel Retail

Authors
Yumeng Zhao1, *, Yuchun Wu2
1Business and Tourism School, Sichuan Agricultural University, Chengdu, China
2Business School, Chengdu University of Technology, Chengdu, China
*Corresponding author. Email: 1248972002@qq.com
Corresponding Author
Yumeng Zhao
Available Online 2 December 2022.
DOI
10.2991/978-94-6463-010-7_23How to use a DOI?
Keywords
Online Channel Transfer Intention; SOR Model; Customer Loyalty; Customer Care; Perceived Value; Immersive Experience
Abstract

As a new and cheaper market tool, online channels allow brands to connect more deeply with consumers, breaking the constraints of time and space. Nowadays, the proportion of revenue from online channels is increasing, and brands are willing to invest more and more in online channels. Besides, entrepreneurs find that online channels can reduce cost and manual problems. Therefore, increasing numbers of brands find out the importance of the online channels, such as establishing platforms and logistics network. As a result, promoting consumers to transfer from offline channels to online channels has become a key issue. Through previous research and interviews, this paper aims at studying the influencing factors of consumers’ online channel transfer intention in omni-channel retail. Data were obtained from 239 users having transfer behavior and analyzed by structural equation modeling. The results show that through the “stimuli - body - response” (S-O-R) model, two aspects of body perceptions (perceived value and immersive experience) have positive effects on the response (online channel transfer intention). Furthermore, the results show that customer loyalty and customer care as the external stimuli also have positive effects on online channel transfer intention both directly and through perceived value and immersive experience.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
2 December 2022
ISBN
10.2991/978-94-6463-010-7_23
ISSN
2589-4919
DOI
10.2991/978-94-6463-010-7_23How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yumeng Zhao
AU  - Yuchun Wu
PY  - 2022
DA  - 2022/12/02
TI  - The Impact Mechanism of Consumers’ Online Channel Transfer Intention in Omni-channel Retail
BT  - Proceedings of the 2022 International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2022)
PB  - Atlantis Press
SP  - 214
EP  - 226
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-010-7_23
DO  - 10.2991/978-94-6463-010-7_23
ID  - Zhao2022
ER  -