Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Influences of Mobile Channel Configurations on Channel Integration Quality in Cross-Channel Electronic Commerce

  • Received : 2016.11.10
  • Accepted : 2017.03.21
  • Published : 2017.03.31
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Abstract

Many retailers have extended their extant online channels (i.e., websites) to mobile channels for communicating with and delivering their products or services to customers. However, retailers have trouble delivering a cohesive and seamless customer experience across the Web and mobile channels. To address this challenge, we propose a way for retailers to enrich customers' seamless experiences across channels by configuring mobile channels (functionality- and interactivity-oriented configurations) along with traditional Web channels. This study theoretically contributes a research framework that posits the role of mobile channels as an extension of existing websites. It also provides practical insight for effectively articulating an e-commerce strategy in cross-channel electronic commerce.

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References

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