Omnichannel Shopper Segmentation in the Fashion Industry

The purpose of this paper is twofold: first, to identify groups of omnishoppers based on their main motivations (usefulness, enjoyment, and social influence); and, second, to characterize the omnishopper clusters. To this end, we surveyed a sample of 628 customers of an omnichannel clothing store and analyzed the data using cluster analysis. The results reveal three different segments: reluctant omnishoppers, omnichannel enthusiasts, and indifferent omnishoppers; and significant differences in gender, age, income level, and omnichannel behavior among these segments. In contrast, we found no differences in the use of channels and devices. These results have theoretical and managerial implications.     

The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA

Grounded on the stimulus–organism–response framework, this study investigated the mechanism by which channel integration and logistics service influence satisfaction and repurchase intention from customers’ perspectives. An online survey was conducted to collect data and partial least squares structural equation modeling was employed for model assessment. The results disclosed that perceived logistics service quality is an antecedent of perceived channel integration quality and that the two variables harmoniously influence customer satisfaction (transaction-specific and cumulative) which subsequently generates repurchase intention. Particularly, the results demonstrated that the respective contributions of perceived channel integration quality and perceived logistics service quality in enhancing transaction-specific satisfaction differ through the distinct hybrid experiences. This study had theoretical implications for the literature on omnichannel retailing and practical implications for managers of omnichannel retailers.     

User-generated content in the era of digital well-being: A netnographic analysis in a healthcare marketing context

The disruptive strength of digital technologies in healthcare has led to valuable changes in the search for information and the application of these technologies. The introduction of these technologies has altered, sometimes even inverting, the doctor–patient relationship. User-generated content on social media and online communities represents a form of disruptive cooperation that has huge potential benefits for the future growth of society. Using netnographic analysis of smart patients and data from an online survey of Italian oncologists and health professionals, this paper shows the impact of user-generated content on the pursuit of personal well-being. The linkages between new forms of knowledge, business, and innovation are highlighted. Based on an analysis of the emerging concept of systems medicine, this paper focuses on the dimension of participation. A data-driven approach is adopted, and the data, information, knowledge, and wisdom framework is used to explain how people employ user-generated content in their pursuit of well-being. Managerial perspectives and suggestions for future research developments are discussed.     

Comparative content analysis of professional,semi-professional,and user-generated restaurant reviews

This study examines the content of professional, semi-professional, and user-generated reviews. By comparing these three review types, this study was able to identify characteristics and factors unique to each type of review. Although, the amount of discourse in a particular factor varied, food is clearly the most important review factor regardless of review type. Semi-professional reviews emphasize atmosphere and décor more than both newspaper and user-generated reviews, while price factors were more prevalent in semi-professional reviews and user-generated reviews than in newspaper reviews. Understanding the varied structures of review types provides guidance for both restaurateurs and review users.     

Seamless experience in the context of omnichannel shopping： scale development and empirical validation

In recent years, delivering a superior seamless experience (SE) for customers has become one of the most crucial aspects of omnichannel marketing for omnichannel retailers. However, research lacks a common understanding of what the SE is and how customers evaluate the SE throughout their omnichannel shopping journeys, and the effects of the SE on important customer behaviors remain unexplored. Drawing on omnichannel customer experience research, following the scale development process, this research conceptualize and develop a scale to measure the SE construct. Building on the customer experience quality framework, this research further examines the effects of customers’ prior SE on repurchase intention, word of mouth (WOM), and customer influence behavior in the omnichannel shopping context. The SE scale is developed and validated by performing 15 semi-structured interviews, 62 open-ended questionnaires, and three online surveys with 884 useable respondents in total. The effects of SE are then validated via partial least squares modeling with 307 useable respondents. The findings confirm that the SE construct is a formative second-order construct composed of six reflective first-order dimensions. Our empirical findings indicate that the overall SE has a direct and significant impact on the foregoing three customer behaviors. Managers can use the SE scale as an effective omnichannel approach to design a seamless shopping journey and maintain long-term relationships with customers.     

Content,Pedagogy, and Learning Outcomes in the International Marketing Course

Abstract

The early internationalization of business school curricula was in response to corporate needs and expectations, and the Association to Advance Collegiate Schools of Business (AACSB International) fostered changes by instituting accreditation outcomes that focused upon international content in the curriculum. By the late 1990s, a course in international marketing was standard at most accredited college and universities, and faculty in these courses reported on various approaches to teaching the course. The main objective of the current study was to examine the course content, pedagogy, and learning outcomes of current international marketing courses. As such, a content analysis of international marketing syllabi from 89 colleges and universities was conducted. Findings from this indepth analysis offer insights regarding knowledge content coverage, pedagogical strategy, and learning outcomes assessment and provide an update on the current status of teaching international marketing in schools of business.     

Evolution of retail formats: Past,present, and future

In this paper, the authors review current literature on retail formats and propose a new customer-centric framework for retailers to focus on as they continue to innovate and evolve. Specifically, they review the literature on how formats compare in their attributes and compete with each other; the role of customer behavior in format choice; and developments in multichannel and omnichannel retailing. They propose a framework for retail formats suggesting two paths – either reduce friction in the customer journey or enhance customer experience. They discuss the challenges faced by offline (physical store-first) and online (digital-first) retailers and elaborate on strategies each type of retailer is pursuing to address these challenges. Finally, they offer directions for future research in this domain. They conclude by calling for newer digital-first and physical-first players to continue coming up with different customer-centric formats, which they predict will slowly morph into integrated retailers, leaving space for newer players to enter the market and hence keep the wheel of retailing spinning.     

Customer showrooming behavior,customer orientation,and emotional labor: Sales control as a moderator

Despite the popularity of customer showrooming behavior (CSB), few studies have investigated how this phenomenon affects salespeople's sales behavior. To answer this research call, we explored the effect of CSB on customer orientation (CO), as they are associated with emotional labor (EL) and perceived sales control as a moderator. We gathered data from 397 salespeople in South Korean department stores. Our study showed that CSB affected deep acting negatively by reducing CO. Perceived outcome-based sales control enhances CSB's negative impact on CO. Nevertheless, perceived behavior-based sales control does not moderate the relationship between CSB and CO. Our results indicate that supervising salespeople using outcome-based control only worsens the effect of CSB on salespeople who combat CSB.     

Price,online coupon,and store service effort decisions under different omnichannel retailing models

This paper explores three omnichannel retailing models—that is, a Buy-Online, Pick-Up In-Store (BOPS) model, a Showroom model, and an Interactive model (a model that combines the characteristics of BOPS and Showroom)—under which the retailer offers coupons online and invests in service efforts offline. For each omnichannel retailing model, three coupon distribution scenarios (i.e. no coupon, coupon with a common value, and coupon with a different value) are discussed to investigate coupon promotion policies and omnichannel operation strategies. Profits in the omnichannel system and under each model are compared by deriving three decision values: price, coupon value, and service effort. The key findings show that the retailer achieves profit improvement when the incremental purchasing reaches a large value. In addition, a great service effort coefficient leads to a high price, service effort, and retailer profit. The service effort and coupon value in the Showroom model are the largest among the three omnichannel models, while its profit is the lowest. Conversely, although the retailer invests less in service effort, and the price and coupon value are not too large in the BOPS model, the retailer still gains the highest profit. Additionally, in the BOPS model, it is profitable for the retailer to distinguish the coupon value for the online-only and BOPS channels when consumers are less sensitive to the online-only channel’s coupon. However, in the Interactive model, the retailer derives increasing profit by providing coupons with a common value for the online-only and BOPS channels.     

Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

Consumers across the globe increasingly engage with user-generated content about brands on social networking sites (i.e., brand-related user-generated content [Br-UGC]). As online consumer behavior does not occur in a cultural void, the present study extends earlier research by explicitly examining how the collectivism-individualism dimension, both at the national and at the personal level, influences consumers’ engagement (“liking,” commenting on, and sharing) with different types of Br-UGC created by different sources. Results based on a diverse sample of participants from South Korea, Thailand, the Netherlands, and the United States (N?=?812) suggest that collectivism-individualism at the national level moderates the effects of content characteristics and social relationships on Br-UGC engagement. Moreover, consumers who hold the same values as others in their national culture are more comfortable sharing informative Br-UGC.     

The Effectiveness of Brand- and Customer-Centric Content Strategies at Generating Shares, ‘Likes’, and Comments

Brands are constantly competing for user attention on Facebook and are trying to encourage fans to share, click ‘like’, and comment their posts. Yet, it remains unclear what content strategies are successful at encouraging those behaviors. Noting that the effectiveness of brand content strategies still remains an uncharted research area, this study adopts a discovery-oriented approach and employs workshops, quantitative content analysis, and episodic interviews, to link desired user responses (namely clicks share, ‘like’, and comment) to brand content strategies. This study reveals that customer-centric content strategies are the most effective at encouraging user responses. Managers can use provided recommendations to engage their customers by adopting content strategies that result in desired behavioral reactions.     

How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior

The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers.     

Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context

This paper explores the future of the physical store within omnichannel retail and specifically, the prerequisites of the designed retail environment in optimizing customer experience. Adopting an exploratory qualitative approach, primary data was obtained using semi-structured interviews with 20 industry experts.The research makes a valuable contribution to the dearth of extent literature on experiential store spaces of the future, specifically within the fashion field. By connecting three topics of academic research - Omnichannel retail, the role of the physical store and in-store customer experience - it serves to suggest the prerequisites for designed retail environments in optimizing customer experience.     

大数据时代物流末端配送、消费体验需求满足及其价值创造能力提升

物流末端配送作为面向终端消费者的物流环节,消费者的体验需求及其满足程度成为实现物流末端配送效益的重要衡量标准.物流末端配送的数量与质量要求不断提高,其消费体验影响物流末端配送的市场竞争.物流末端配送需要满足多样化、个性化以及品质化的市场需求,注重消费体验需求满足中的价值创造.结合大数据时代的物流末端配送需求变化,根据物流末端配送的新要求、新特点,从物流末端配送的消费体验需求出发,基于消费体验需求满足的物流末端配送价值创造能力提升的多维视角,阐述提升路径,更好地适应大数据时代的市场竞争要求,满足消费者的物流末端配送体验需求,从而提升大数据时代物流末端配送的价值创造能力.     

Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail

This study examines the effects of personalization and hedonic motivation on customer experience and its loyalty outcomes in omnichannel retail context. The study develops eight hypotheses which are tested using two survey samples (Finland (n = 2084) and Sweden (n = 2334). In addition, empirical analysis includes 20 semi-structured interviews. The findings support all the hypotheses confirming the positive relationships personalization and hedonic motivation have on cognitive and emotional customer experience components. Further, the positive effects of customer experience on loyalty are confirmed. The results provide both theoretical and managerial insights for improved CX and customer loyalty.     

User-generated product reviews on the internet: the drivers and outcomes of the perceived usefulness of product reviews

This study examines how people cope with the user-generated product reviews (UGPRs) found on various websites where anonymous web users post and share their personal product usage experiences. Based on information processing model of communication, we postulate that there are source, message, media, and receiver factors to influence individuals' psychological processing of the UGPR messages, and its subsequent behavioral outcomes. A survey was administered by a professional market research firm to 262 randomly selected US residents from 18 to 55 years old. Consistent with the predictions, the results of the structural equation modeling analysis showed that the perceived source expertise, message objectivity, website credibility, and receiver–source similarity had positive and direct impacts on the perceptions of UGPR usefulness, which, in turn, positively influenced individuals' willingness to share product reviews with others. A series of causal model invariance tests also confirmed that the findings were statistically invariant across different subgroups divided by such factors as product categories, websites, subjective product class knowledge, past UGPR experience, and the susceptibility to informational influence.     

TV Ratings and Verbal and Visual Sexual Content in Promotional Ads

Promotional advertisements from the February 2003 sweeps were content analyzed for verbal and visual elements of sexual content. Nearly one-third of the promos contained some aspect of sexuality, which represented an increase over previous years. Duration of the visual aspects of the promos did not predict exposure to the programs advertised, as measured by Nielsen ratings. However, intensity of the sexual content significantly predicted exposure to programs, but only after removing the effects of frequency on ratings.     

会计盈余信息含量与股利信息含量关系的实证研究

2001年以后,我国证券市场制度建设不断推进,对投资者利益的保护日益受到广泛重视,上市公司的现金股利政策发生了显著变化。同时,我国上市公司的盈利信息和股利信息是同时公布的,因此有必要对上市公司的现金股利信息含量,以及会计盈余信息含量与股利信息含量的确证效应进行检验。实证结果发现:现金股利的变动与股价变动正相关,股利信息具有信息含量;盈利信息与股利信息之间具有一定的确证效应,但投资者不能根据股利信息判断企业未来盈利状况。     

Shopping in the omnichannel supply chain under price competition and product return

In recent years, omnichannel retailing has created value for prospective consumers. The rise of omnichannel retailing has changed consumers' buying habits, and manufacturers are facing stiff competition from retailers. To reduce this competition effect, manufacturers and retailers often work together to reduce showroom display costs. Despite this practice, there is little understanding of how omnichannel retailing impacts supply chain (SC) profit under competitive conditions. We investigate the test-in-store-and-buy-online (TSBO) retailing strategy and its impact on SC profit and price competition between manufacturers. The retailer sells products of both manufacturers through its website but displays products of only one manufacturer in the showroom, which bears the displaying cost. The retailer adopts a return policy for the other manufacturer. Stackelberg game was used to examine how members of the chain interact, and Nash equilibrium was used to find optimal strategies for players under decentralized and integrated channels. The results show that the TSBO strategy in retailing benefits all supply chain players under the integrated channel. A further interesting finding is that omnichannel SC profits are highest when retailers adopt a return policy. When two manufacturers compete and adopt different sales models, the manufacturer who uses the TSBO retail model reaps the most profit. Several other managerial insights are drawn from sensitivity analyses.