Effects of Perceived Integration Quality and Attitude toward Information Seeking on Perceived Shopping Value in Omni-channel Shopping Experience
Omni-channel shopping experience involves not only simultaneous use of multiple shopping channels but the integrated connection of them (Lazaris & Vrechopoulos, 2014). Despite the importance of the seamless connection between channels in omni-channel shopping, little empirical study tested effects of the integration of more than two channels to date. Thus, this study investigated how perceived integration quality, perceived brand innovativeness, and attitudes toward information seeking, influence shopping values with Structural Equation Modeling analysis. As proposed, integration quality and individual's information seeking tendency was positively associated with shopping value perception but there showed no relationship between perceived brand innovativeness and utilitarian shopping value. The findings imply providing a seamless experience for consumers with information seeking tendency can be extremely important because they are more motivated to use multiple channels concurrently. It also suggests enhanced brand innovativeness perception is a symbolic quality, which increases hedonic shopping value but not utilitarian shopping value.