OMNI-CHANNEL RETAILING: THE INNOVATIVE FASHION RETAIL INDUSTRY IN THE U.S. AND CHINA

Yini Chen

doi:10.7273/000004545

This dissertation consists of two papers: (1) Consumers’ Purchasing Decision-making Process in the Omni-channel Retail Environment: A Meta-analysis Paper, and (2) The decision-making process of omni-channel fashion consumers under the moderating effect of cultural values: A cross-cultural study between the U.S. and China. The first paper applies meta-analysis method to systematically review and statistically analyze previous peer-reviewed papers about omni-channel consumer behavior. The study also investigates the moderating effect of country and product type on consumers’ cognitive, affective, and conative psychological evaluation process in the context of omni-channel retailing. As one of the very first meta-analysis research for the topic of omni-channel retailing, this study provides the state-of-the-art analysis of this new retail strategy, generalizes the empirical results from the past six years’ academic research, and establishes theoretical foundation for this research area. Our work identifies the relationships in the cognitive-affective-conative model and provides significant results between the antecedents (extrinsic cognitive, intrinsic cognitive, affective, and mixed factors) and behavioral outcomes (intention, usage behavior, loyalty, and word-of-mouth) as well as the moderating effects of cultural and product types. The second paper is a cross-cultural study, which empirically examines how the antecedents (channel integration quality, perceived fluency, cognitive trust, and affective trust) influence omni-channel fashion consumers’ decisions on adopting omni-channel services. The findings show that different dimensions of channel integration quality exert different effects on cognitive trust in the two countries. All forms of channel integration quality except for integrated promotion have significantly positive impact on consumers’ perceived fluency in the U.S. and China. Both countries’ consumers generate cognitive trust and affective trust when perceiving fluency in using omni-channel shopping. Cognitive trust is a significant antecedent of affective trust. Both the intrinsic cognitive factors and the affective factor show positively influence on consumers’ omni-channel shopping intentions in the two countries. The study also investigates the moderating effect of individualism and uncertainty avoidance as well as their different moderating effects in the two different nations. The results reveal that uncertainty avoidance negatively moderates the relationship between integrated transaction information and cognitive trust in China while the effect is not significant in the U.S.

OMNI-CHANNEL RETAILING: THE INNOVATIVE FASHION RETAIL INDUSTRY IN THE U.S. AND CHINA

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