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This study considers perceived enjoyment and attitude consistency as internal states of consumers in an omni-channel environment. This study aims to investigate the mediating role of perceived enjoyment and attitude consistency to reveal how omni-channel environment factors of interaction fluency, convenience, price advantage and personalization contribute to omni-channel shopping intention.

Consumers who had shopped at Uniqlo's online and offline stores were surveyed through an online questionnaire, and 566 data were collected for analysis through partial least squares structural equation modeling (PLS-SEM).

The results find that interaction fluency, price advantage and personalization positively affect perceived enjoyment, interaction fluency and convenience positively affect attitude consistency and perceived enjoyment and attitude consistency in turn facilitate omni-channel shopping intention. The mediating role of perceived enjoyment and attitude consistency was confirmed.

The original finding of this study is that factors such as interaction fluency, convenience, price advantage and personalization in omni-channel retailing require momentary and continuous affective states of consumers to facilitate omni-channel shopping intention, respectively. Therefore, this study considers the necessity of capturing different affective states of consumers in omni-channel shopping.

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

The results are potentially challenged by relatively small sample size.

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

An omni-channel is a retailing strategy that the behavior of companies adopts many retail channel types to combine and integrate cross-channel sales to meet the comprehensive needs of customers in shopping, entertainment and social networking both online and offline. This leads to several research questions of retailing omni-channel in this study. First, do channel brand trust (CBT) and store image (SI) affect re-patronage intentions through customer satisfaction (CS)? Second, regarding online rating (OR) and online involvement (OI), will CS be determined by consumer perception as well as the relevance of those attributes to the customer's re-patronage intentions? Third, do OR and OI have a role in exploring the moderating effect in the research model? Fourth, if there are positive effects from this relationship, it can generate a positive power return online. In addition, online-to-offline moves on a path for case firm omni-channel with customers' OR and OI with a reciprocal positive influence.

This study aims to investigate the relationship between CBT, SI, CS and re-patronize intention in an omni-channel. By using structural equation models (SEMs), this study aims to investigate offline-to-online and online-to-offline re-patronizing in the Taiwan Chunghwa Telecom (CHT) omni-channel (N = 1,642). Two moderated mediation models are investigated in this study.

This study first found that CBT and CS use SI to influence re-patronize intention in the omni-channel. SI plays a mediating role in this process; OR and OI influence the relationships of CBT, CS and re-patronize intention with two moderating roles.

This study first found that there is a reciprocal way with two paths in an omni-channel, starting with offline-to-online, in terms of confirming the relationship of CBT, CS and re-patronize intention in an omni-channel. There are positive effects from this relationship, and it can generate a positive power return online. In addition, we found that online-to-offline moves on a path that has a stronger influence of re-patronize intention for omni-channel with customers' OR and OI.

This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.

Data were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.

The results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.

First, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.

First, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.

This study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

Omni-channel shopping affords consumers a variety of delivery options to receive products based on their preferred times and locations. By considering consumers' contributions (physical, social and attentive efforts) in co-creating delivery services, this study investigates their preferences for parcel delivery.

A scenario-based questionnaire survey is conducted for data collection in Singapore (n = 483). Furthermore, a multinomial logistic regression is performed to assess consumers' choice mode of delivery among five alternatives, that is attended home delivery, unattended home delivery, automated self-collection locker, attended pickup point and click-and-collect.

Compared to attended home delivery, consumers who choose the alternatives are found to be more willing to contribute physical effort but less interested in responding attentively to informational updates. Efforts required for social interactions discourage consumers from choosing attended deliveries, prompting unattended alternatives (e.g. home delivery and self-collection) as more attractive choices. Additionally, socio-demographic factors and product value also influence consumers' preferences.

This study contributes to the literature by integrating the theoretical concept of consumer logistics into omni-channel studies, providing a new approach to examining consumers' channel behaviour. With detailed profiling that links product value and consumers' socio-demographics to their choice mode of delivery, the authors create practical insight into the optimal design of omni-channel distribution systems that best harness consumers' voluntary contributions.

Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

By increasing the digitalization of commercial services citizens' expect more from public services. First of all, this study will strive to identify which problems citizens encounter when they use a complex public service: preparation of an application for a building permit. In the light of the popularity of omnichannel approaches, the study then explores how omni-channel could help to address the problems which have been identified.

We implement the first phases of an action design science research project. We collect data both from citizens and public agencies and frame them as transparency problems. These abstract problems are then addressed by an omnichannel service provision as an abstract solution. The abstract solution is then instantiated in a design in the form of a user scenario developed in collaboration with current and future public officials.

The analysis uncovers multiple transparency issues: it distinguishes between process, case, language, cross-channel and cost transparency. One root cause of the transparency issues observed is the lack of service transparency which defines the purpose and scope of a ser-vice. We therefore recommend defining a service-strategy before informational and technical aspects of an omnichannel approach can be implemented. Following this strategy, omnichannel offers public administrations unique opportunities to excel in citizens' service provision.

The study provides insights into how citizens view complex public services. For researchers, this study offers the conceptualization as transparency issues. Practitioners from the public administrations can also benefit from the concept and vision of omnichannel public services.

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

The results indicate that land prices exert pressure on retail performance (RP) and that the enhancement of digital means has a positive effect on RP. Additionally, digital instruments (DI) play a significant moderating role in the relationship between land prices and RP.

This paper empirically examines the impact of land prices on RP using panel data from 239 Chinese cities between 2011 and 2022.

The use of lagged land prices as instrumental variables effectively alleviates endogeneity issues. Both two-stage least squares (2SLS) and generalized method of moments (GMM) regression results suggest that higher land prices are associated with improved RP. Further analysis reveals that the increase in land prices leads to scale effects, structural effects and technological effects, contributing to the enhancement of RP. The impact of land prices on RP becomes more pronounced in larger cities and economically developed regions experience the pressure from land prices earlier.

The findings of this study have practical implications for discussions on retail industry development, site selection for retail businesses and the establishment of sustainable mechanisms for expanding domestic demand.