185 NTU Management Review Vol. 31 No. 3 Dec. 2021 mediating roles of economic value, relational value, offline satisfaction, and online satisfaction as well. Therefore, this study contributes to the SOR theory by investigating the internal structure factors which play key mediating roles in converting the effects of multichannel integration and perceived affordances, and then influence loyalty behaviors. We believe that retailers could base on these findings and encourage online and offline channel integration. Traditional offline retailers, who fall behind in developing online channels, could take the opportunities associated with multichannel integration to increase their competitive advantages although integration is a difficult task to accomplish. To aid retail managers in their integration efforts, we suggest the importance for multichannel retail managers to fully integrate online and offline channels and design fine affordances. Moreover, well-designed multiple channels should have perceived affordances that provide accurate clues for the usage and functionality of online and offline environments. Affordance-enabling interfaces and interactions facilitate certain customer behaviors. Some approaches can also be used to enhance affordances; for example, further detailed explanations of online/offline contents are necessary in the multichannel context, and updated and personalized information should be provided, rather than offering simple texts or images. On the other hand, our findings indicate that managers should feel assured in designing affordances as an important mean of providing economic and relational values and thus increase satisfaction. And in turn, such satisfaction will strengthen online and offline loyalty. In other words, well-designed integration and perceived affordances will aid customers to identify the values of using multiple channels, so that they may perceive benefits and advantages from the multichannel environment. Specifically, offline channel usage can increase online channel usage (Jin et al., 2010). Customers’ evaluations of their offline experience build momentum to move to the online channel and influence their evaluations incrementally. Therefore, if multichannel retailers want to build online and offline loyalty, they should enhance both online and offline satisfaction because efforts to build higher satisfaction will convert into higher loyalty. Our findings also suggest that while customers keep consistency in their beliefs and attitudes, they will transfer their attitudes toward the offline channel to the online channel. Thus, retailers can leverage their offline presence by satisfying customers’ offline experiences and exploit the reinforcement effects between online and offline channels (Frasquet et al., 2017) such as the positive effect of offline satisfaction on online satisfaction. Most importantly, they can increase online loyalty by enhancing online
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