Multichannel integration quality, online perceived value and online purchase intention
研究实体零售商的多渠道整合质量如何通过在线感知价值影响消费者的在线购买意向，基于390名多渠道购物者的数据，发现服务配置透明性、流程一致性和业务关联有正向作用，而信息一致性不显著。
Purpose The purpose of this paper is to understand the role of multichannel integration quality in enhancing online perceived value and online purchase intention via the online store operated by a land-based retailer. Design/methodology/approach This paper develops a research model based on the “quality-value-purchase” chain, with four dimensions of multichannel integration quality as antecedents and three dimensions of online perceived value as mediators of online purchase intention. Empirical data were collected from 390 multichannel shoppers and structured equation modeling was used to test the research hypotheses. Findings Among the four multichannel integration quality dimensions, transparency of service configuration, process consistency and business ties positively affect online purchase intention through online perceived value, whereas the effects of information consistency are not significant; process consistency exerts a stronger influence on online perceived value than business ties; the effect of online convenience on online purchase intention is weaker than that of online monetary savings and online hedonic value. Research limitations/implications The study identifies the theoretical principles of the relationships among multichannel integration quality, online perceived value and online perceived value in multichannel context. Based on these theoretical principles, this study will help researchers to better understand consumers’ online purchase intention and the creation of online perceived value in the integrated multichannel context. Practical implications The findings of this study can provide retailers with useful strategies to increase online purchase intention depending on improvement of multichannel integration quality and online perceived value. Originality/value This study provides a first study to empirically assess various types of online perceived value attached to multidimensional properties of multichannel integration quality and the corresponding effects on online purchase intention. Overall, the results offer insights of how land-based retailers could manage their online performance by integrating multiple channels and improving online perceived value.