How do omnichannel customer experiences affect customer engagement? Theory and empirical validation
基于美国全渠道零售顾客的两项调查数据，实证分析了全渠道顾客体验对直接和间接顾客参与意愿的影响，发现顾客关系阶段和个性特质（寻求新奇、时间意识）起调节作用。
To clarify the effect of the omnichannel customer experience (OCX) on customer engagement, this article empirically analyzes how OCX affects direct and indirect customer engagement intentions. Using data from two surveys (Study 1n = 312; Study 2n = 822) of U.S. omnichannel retail customers, the empirical findings demonstrate that the positive relationship between OCX and a measure of direct customer engagement (i.e., repurchase intentions) depends on the stage of the customer–retailer relationship. Customers’ novelty-seeking and time-consciousness traits strengthen the positive relationship of OCX with indirect measures of customer engagement (i.e., influence, feedback, and referral intentions). The findings caution against oversimplistic assumptions about how customer experiences create value in omnichannel retailing. To boost customers’ repurchase intentions, omnichannel retailers should employ different OCX strategies in different relationship stages. In addition, they can benefit from targeting customers who exhibit high inherent novelty seeking and time consciousness.