臺大管理論叢第31卷第3期

180 Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing with economic and relational values, the indirect effects between multichannel integration, perceived affordances, and online loyalty via economic value is 0.22 (path1 + path3 + path5 + path7 + path9 + path11), and those via relational value is 0.15 (path2 + path4 + path6 + path8 + path10 + path12). Moreover, the indirect effects between multichannel integration, perceived affordances, and online loyalty via online satisfaction is 0.29 (path1 + path2 + path3 + path4 + path7 + path8 + path11 + path12), and those via offline satisfaction is 0.16 (path5 + path6 + path7 + path8 + path9 + path10 + path11 + path12). 5. Discussion Multichannel retailing involves driving further than the existing channel design by integrating different channels to offer superior customer experiences. Retailers can thus bridge the gap between different channels, which should be completely integrated (Brynjolfsson, Hu, and Rahman, 2013). Although prior literature identifies other antecedents of online and offline loyalty, this study focuses on aforementioned constructs because of their manifestly academic and managerial significance and relevance. This study continues and extends the research stream by focusing on managing multichannel integration, designing perceived affordances, and developing customer relationship in the retail context. To achieve this goal, retailers must find strategies for their offline and online channels. The theoretical framework is established from the SOR model based on Mehrabian and Russell (1974). This SOR framework serves as a theoretical guide to consolidate divergent perspectives on stimuli, organism, and response in the multichannel retailing context (Chan, Cheung, and Lee, 2017). Meanwhile, in what way the organism mediates the relationship between the stimulus and the response is delineated by proposing its dissimilar mediating effects (Wu and Li, 2018). Multichannel retailers create a shopping environment that provides multiple stimuli to encourage customers’ shopping behaviors. Customers are stimulated by multichannel integration and perceived affordances, and their consequential emotional and cognitive states are triggered by environmental cues. The reason is that multichannel integration and perceived affordances enable customer absorption of environmental stimulus cues. Within such a stimulated environment, customers can make efficient shopping decisions, enjoy the excitement of shopping, and then develop online and offline satisfaction. Accordingly, such satisfaction enhanced by economic and relational values play mediating roles that in turn significantly affect customers’ online and offline loyalty.

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