The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel

Sang chul Son, Joonheui Bae (Corresponding Author), Kyung Hoon Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)

Abstract

Immense research is conducted on the importance and role of omni-channel integration, which affects consumer decision-making. However, considering omni-channel integration in particular is insufficient to account for changes in consumer behavior. Omni-channel agility can provide an understanding of how companies deliver services that meet consumer expectations in response to market changes, such as COVID-19. This research examines the effect of perceived agility on integration quality and intention to reuse omni-channel based on idiosyncratic service experience (ISE). Data were collected for those who have used omni-channel in the US through M-Turk and analyzed on the basis of SEM. Results reveal a positive relationship between perceived agility of digitalized omni-channel and channel integration quality. A positive relationship also exists between perceived agility and reuse intention, which is mediated by the integration quality of omni-channel. This study expands the research on omni-channel integration quality including digital-based perceived agility in channel integration research based on ISE.

Original languageEnglish
Pages (from-to)375-389
Number of pages15
JournalJournal of Global Fashion Marketing
Volume12
Issue number4
DOIs
Publication statusPublished - 2021
Externally publishedYes

Keywords

  • fashion industry
  • integration quality of omni-channel
  • intention to reuse
  • on idiosyncratic service experience
  • Perceived agility

ASJC Scopus subject areas

  • Cultural Studies
  • Strategy and Management
  • Marketing
  • Management of Technology and Innovation

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