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 language | English |
|---|---|
| Pages (from-to) | 375-389 |
| Number of pages | 15 |
| Journal | Journal of Global Fashion Marketing |
| Volume | 12 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2021 |
| Externally published | Yes |
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