臺大管理論叢第31卷第3期

183 NTU Management Review Vol. 31 No. 3 Dec. 2021 (LaBarbera and Mazursky, 1983). Specifically, online satisfaction is advancing when customers are satisfied with the features of offline channels. In addition, in this study, offline loyalty is the determinant of online loyalty. Our result is in accordance with that of prior literature claiming that attitude toward offline channels is transferred to online channels or offline patronage affects online loyalty intention (Jones and Kim, 2010). Robey et al. (2003) argue that the reinforcement effect between offline and online channels arises when retailers integrate both channels. Reinforcement is the spillover effect resulting from the assortment of channels that leads to the improvement of multichannel connections (Frasquet and Miquel, 2017). Thus, satisfaction and loyalty of o ine channels are important fundamentals of the halo e ect for online channels (Jin et al., 2010). Customers extend their positive evaluations of offline channels to online channels (Badrinarayanan et al., 2012). 5.3 Theoretical Contributions Past studies show that multichannel integration influences loyal intention (Oh and Teo, 2010; Lee and Kim, 2010). However, these studies do not explain how multichannel integration affects loyalty. Moreover, customers’ responses significantly vary due to the co-existence of offline and online channels operated by the same retailers. The effects of multichannel integration and perceived affordances on loyalty are indirect and complex. The potential mediating variables may link multichannel integration and perceived affordances to the construct of loyalty. The application of SOR model is suitable for this research framework. For example, the SOR model is adapted by the retailer (Zhang, Lu, Gupta, and Zhao, 2014), where environmental cues, specifically ambient conditions and design aspects are conceptualized as stimuli (Kumar and Kim, 2014). The SOR framework in electronic commerce contexts reveal that an organism mediates the stimuli effects on its responses (Chan et al., 2017). Although several different mechanisms for mediating effects have been proposed, our research framework is still rooted in the SOR model, which we believe is relevant for our context of relational and economic exchanges. This study focuses particularly on the 12 mediating paths that link the constructs to online and offline loyalty. Specifically, this study has shown that it operates in two different ways. Therefore, our study extends the aspect of prior research to further discuss two constructs of customer values, satisfaction, and loyalty in accordance with different customers’ behaviors, which enriches the existing literature (see Figure 2).

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