165 NTU Management Review Vol. 31 No. 3 Dec. 2021 Second, Robey, Schwaig, and Jin (2003) find that the strengthens between online and offline channels happen once retailers integrate both channels. Accordingly, we strive for understanding the reinforcement between satisfaction and loyalty in different channels because the shopping experiences that customers obtained from one channel will spread to another (Frasquet and Miquel, 2017). Third, exploring determinants of loyalty across channels should provide retailers insights about customers loyalty and enable managers to thoroughly coordinate efforts across channels to maximize the effectiveness of channel arrangements. We believe a better understanding to how to manage multichannel integration and design perceived affordances will assist retailers in building a firmer relationship with customers. 2. Literature Review and Hypotheses Development 2.1 Conceptual Framework The stimulus-organism-response (SOR) model states that stimulus (S) in the environment affect the internal conditions of customers that consequently shape behaviors (O), which are the responses (R) to their environmental settings (Mehrabian and Russell, 1974). This study applies the SOR model and redefines the three elements as follows. The stimuli pertain to multichannel integration (S) and perceived affordances (S) that customers interact with. The internal states refer to customers’ emotional and cognitive states, including their perceptions, experiences, and evaluations such as economic and relational values (O) as well as online and offline satisfaction (O). The responses represent customers’ intentions or behaviors such as online and offline loyalty (R). Based on the redefined SOR model, we develop 12 hypotheses which are integrated into the following conceptual framework (see Figure 1). First, the influences of multichannel integration and perceived affordances on economic and relational values are investigated (H1, H2, H3, H4). Next, the influences of economic and relational values on online and offline satisfaction are examined (H5, H6, H7, H8). Third, the influence of online satisfaction on online loyalty (H9) and of offline satisfaction on offline loyalty (H10) are determined. Finally, the influence of offline satisfaction on online satisfaction (H11) and of offline loyalty on online loyalty (H12) are examined.
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