Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior |
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| Affiliation: | 1. School of Economics and Management, Anhui University of Science and Technology, Huainan, Anhui, China;2. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;3. North South University, Bangladesh;4. Department of Operations and Systems Management, Portsmouth Business School, University of Portsmouth, Portsmouth, UK;5. Essex Business School, University of Essex, UK;1. IESEG School of Management, 3, rue de la Digue, 59000 Lille, France;2. IESEG School of Management, Univ. Lille, CNRS, UMR 9221 - LEM - Lille Economie Management, 3, rue de la digue, F-59000 Lille, France |
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| Abstract: | Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management. |
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| Keywords: | Channel interactivity Brand involvement Value co-creation behavior Cross-channel consistency |
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