169 NTU Management Review Vol. 31 No. 3 Dec. 2021 environments. The fewer perceived affordances a channel provides, the less interactive it is perceived (Florenthal and Shoham, 2010). This highly effective interaction facilitates customer confirmation and cooperation, both of which are needed in the transaction (Yoon, Choi, and Sohn, 2008). Through perceived affordances, customers perceive the possibilities to act and fulfill their needs. More specifically, customers capture multichannel cues as perceptible information to help their realization of the possibilities to efficiently achieve their shopping goals (Tang and Zhang, 2020). In other words, perceived affordances in human–computer interactions may impact consumer behavioral intentions and contribute to higher economic value by improving service quality, enriching the cognitive experience, and enhancing the personalization (Dong and Wang, 2018; Tang and Zhang, 2020). This study extends the perceived affordances to address the reciprocity between designed multichannel artifacts and customers, and the multichannel environment where offline–online interactions occur (Dong and Wang, 2018; Gibbs et al., 2013; Majchrzak et al., 2013). Fang (2019) argues that perceived affordances can better match customer personalization and co-create values for customers. In addition, perceived affordances represent the features of multichannel artifacts that support the readiness of customers to be in control. Customers tend to feel confident, act positively, and perceive that additional economic value is available in the multichannel environment. H3: Perceived affordances has a positive influence on economic value. Perceived affordances are perceptual cues customers possess and use in assessing an object prior to the purchase (Li, Daugherty, and Biocca, 2002). Specifically, perceived affordances focus mainly on the information components for denoting accessibility to necessary information which is obtainable through multichannel retailers. Perceived affordances usually exploit human senses to achieve certain goals of the objects (Xiao and Benbasat, 2011). Multichannel retailers with high perceived affordances should be perceived as an environment that provides more opportunities for customers to explore and enjoy the interactions. On the other hand, multichannel retailers that afford visibility may seize superior opportunities to create distinctive user experiences and establish deeper relationship with the customers (Dong and Wang, 2018; Tang and Zhang, 2020). And from customers’ point of views, when affordances are perceived, customers identify ways to interact and build interpersonal relationships, leading to relational values of social needs
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