Title: How channel integration and customer experience touchpoints affect omnichannel shopping behaviours

Authors: Jung-Yu Lai; Yu-Xin Chen; Yen-Ching He

Addresses: National Chung Hsing University, No. 250, Kuo Kuang Road, Taichung 402, Taiwan ' National Chung Hsing University, No. 250, Kuo Kuang Road, Taichung 402, Taiwan ' National Chung Hsing University, No. 250, Kuo Kuang Road, Taichung 402, Taiwan

Abstract: To increase attractiveness, retailers have integrated physical shops, online stores, and social media channels to improve communication and contacts with consumers, gradually evolving into an omnichannel. Such a channel can provide customers with a more complete and seamless shopping experience. However, facing intensive competition in the retail market, integrating various channels and touchpoints for customers is an urgent issue for omnichannel practitioners. This study thus explores how channel integration (CI) affects perceived value (PV) and touchpoint positivity (TP), thereby influencing channel selection intention (CSI). Results show that CI has a positive and significant impact on both TP and PV. PV and TP have a significant positive relationship with CSI. These results can serve as a guide for strategy development for retailers and can be used as the theoretical basis for omnichannel-related research.

Keywords: channel integration; CI; omnichannel; touchpoint.

DOI: 10.1504/IJMC.2023.131161

International Journal of Mobile Communications, 2023 Vol.21 No.4, pp.433 - 452

Received: 20 Oct 2020
Accepted: 23 May 2021
Published online: 01 Jun 2023 *

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