Work

Leveraging Online Omnichannel Commerce to Enhance Consumer Engagement in the Digital Transformation Era

Year: 2024

Type: article

Abstract: This study investigates what drives consumer engagement in online-only omnichannel commerce, a topic often overlooked in favor of online-offline channel integration. Using both Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), it examines the role of key factors like information needs, shopping convenience, shopping innovation, channel integration quality, and integrated channel usability. The findings reveal that while each factor contributes to engagement, a combination of these elements is essential for achieving optimal results. This research advances understanding by applying a service-dominant logic framework to purely digital omnichannel contexts, offering practical insights for businesses aiming to enhance consumer engagement in online environments.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20010002

Authors: Isaac Owusu Asante, Yushi Jiang, Xiao Luo

Institution: Southwest Jiaotong University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,137

OpenAlex ID: W4405737468

FWCI: 5.122

Cites: 73

Cited by: 11

Related to: 10