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http://dx.doi.org/10.14400/JDC.2017.15.10.183

Effects of Omni-channel Service Characteristics on Utilitarian/Hedonic Shopping Value and Reuse Intention  

Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University)
Oh, Mi-Ok (Dept. of Business Administration, Pusan National University)
Publication Information
Journal of Digital Convergence / v.15, no.10, 2017 , pp. 183-191 More about this Journal
Abstract
This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.
Keywords
Omni-channel; Omni-channel Service Characteristics; Utilitarian Shopping Value; Hedonic Shopping Value; Reuse Intention;
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Times Cited By KSCI : 7  (Citation Analysis)
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