Consumer behavior in the omni-channel supply chain under social networking services

Abstract

Purpose

The purpose of this paper is to analyze how social networking services (SNSs) affect consumers’ behaviors on the omni-channel supply chain by using a reverse research method.

Design/methodology/approach

Initially, a questionnaire was administered to obtain data on the relationship between the perception factors of channels and consumer behavior. Subsequently, a structural equation model was constructed, and consumer behavior were determined in the omni-channel supply chain. Finally, the importance of various factors that affected consumer behavior in the omni-channel supply chain under SNSs was determined.

Findings

Conclusions affirm that a positive effect on consumer channel behaviors occurs when buyers obtain information from social network platforms. However, regardless of online, offline, or mobile terminal, shortcomings are indicated in consumers’ lack of feedback on purchased goods and the bias of feedback.

Originality/value

The study explored ways to efficiently apply SNSs in building the omni-channel supply chain. Meanwhile, corresponding suggestions were provided such that companies will know about consumer needs.

Citation

Yan, B., Chen, Y.-R., Zhou, X.-T. and Fang, J. (2019), "Consumer behavior in the omni-channel supply chain under social networking services", Industrial Management & Data Systems, Vol. 119 No. 8, pp. 1785-1801. https://doi.org/10.1108/IMDS-03-2019-0111