مشخصات مقاله:
عنوان فارسی مقاله:
زمانی که مشتریان دیجیتالی با خدمات دیجیتالی روبرو می شوند: یک دیدگاه شناختی اجتماعی دیجیتالی شده در استفاده از خدمات اومنی چنل
عنوان انگلیسی مقاله:
When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage
کلمات کلیدی مقاله:
خدمات Omnichannel، دیجیتالی شدن، نظریه شناخت اجتماعی، هویت موبایل، کیفیت ادغام کانال
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
مدیریت فناوری اطلاعات، بازاریابی
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
Keywords
1. Introduction
2. Literature review and theoretical foundation
2.1. Omnichannel service
2.2. Digitalization
2.3. Social cognitive theory (SCT)
2.4. Mobile identity as digitalized person
2.5. Channel integration quality as digitalized environment
3. Research model and hypotheses development
3.1. The role of mobile identity
3.2. The role of integration quality
3.3. The interplay of agentic factors
4. Methodology
4.1. Research setting
4.2. Measures
4.3. Data collection procedure
5. Data analysis
5.1. Measurement model
5.2. Structural model
5.3. Post-hoc analysis
6. Discussion
6.1. Key findings
6.2. Theoretical implications
6.3. Practical implications
6.4. Limitations and future research
7. Conclusion
Acknowledgement
Appendix A. Survey design
References
قسمتی از مقاله انگلیسی:
1. Introduction
In the past few years, advanced technologies have enabled people to obtain goods and services through a variety of channels including the Internet, mobile devices, social media, as well as brick-and-mortar stores (Aswani, Kar, Ilavarasan, & Dwivedi, 2018; Kamboj, Sarmah, Gupta, & Dwivedi, 2018; Shen, Li, Sun, & Wang, 2018). Nevertheless, the multi-channel systems consist of different channels developed and managed separately by different retailers, usually creating fragmented data and inconsistent information (Saghiri, Wilding, Mena, & Bourlakis, 2017). Thus, integrating the information and service from numerous channels calls for a transition from multi-channel to omnichannel, which can leverage synergies and provide customers with smooth experiences across channels (Verhoef, Kannan, & Inman, 2015). The latest report from Target Marketing shows that over 74 % of the surveyed managers considered it important to provide a cohesive omnichannel service for customers (McGee, 2018). Although omnichannel has attracted extensive attention from industry, extant omnichannel research is at its initial stage where some scholars attempts to ascertain the drivers of customers’ omnichannel purchase (Juaneda-Ayensa, Mosquera, & Murillo, 2016; Yurova, Rippé, Weisfeld-Spolter, Sussan, & Arndt, 2017), switching intention (Chang, Wong, & Li, 2017; Li et al., 2018), and omnichannel service usage (Rodríguez-Torrico, José, Cabezudo, & San-Martín, 2017; Shen et al., 2018; Zhang, Ren, Wang, & He, 2018). Notably, digitalization has substantially renovated the retailing industry by offering alternatives to traditional business models (Frishammar, Cenamor, Cavalli-Björkman, Hernell, & Carlsson, 2018). To be specific, digitalization facilitates the integration of various channels and initiates unique retailing strategies (e.g., showrooming and buy-online-and-pick-up-in-store) for retailers to take into account (Gao & Su, 2017; Gu & Tayi, 2017). Given this change of retailing environment, customers’ omnichannel behaviors may have different causes from previous findings. However, no prior literature has made such distinction and investigated omnichannel behaviors from the digitalization perspective. Thus, our first research question is How to view the omnichannel behaviors from the perspective of digitalization?