Earticle

초록

영어

Many retailers have extended their extant online channels (i.e., websites) to mobile channels for communicating with and delivering their products or services to customers. However, retailers have trouble delivering a cohesive and seamless customer experience across the Web and mobile channels. To address this challenge, we propose a way for retailers to enrich customers’ seamless experiences across channels by configuring mobile channels (functionality- and interactivity-oriented configurations) along with traditional Web channels. This study theoretically contributes a research framework that posits the role of mobile channels as an extension of existing websites. It also provides practical insight for effectively articulating an e-commerce strategy in cross-channel electronic commerce.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Literature Review
  2.1. Cross-Channel Electronic Commerce(CCEC)
  2.2. Seamless Customer Experience
  2.3. Brand Extension Theory
 Ⅲ. Research Model and Hypotheses
  3.1. Seamless Customer Experience
  3.2. Customer Satisfaction in Cross-Channel Electronic Commerce (CCEC)
  3.3. The Influences of Mobile Channel Configurations
  3.4. Control Variables
 Ⅳ. Research Methodology
  4.1. Instrument Development
  4.2. Sample and Data
  4.3. Measurement Scale Validation
  4.4. Common Method Bias
  4.5. Results
 Ⅴ. DISCUSSION
  5.1. Theoretical Implications
  5.2. Practical Implications
  5.3. Limitations and Future Research
 
  Common Method Bias Analysis

저자

• Junghwan Kim [ Instructor, McColl School of Business, Queens University of Charlotte, U.S.A. ]
• Miri Kim [ Ph.D. candidate, Sogang University, Korea ]
• Seonjin Shin [ Research Professor, Sogang Business School, Korea ]
• Jaeki Song [ Professor, Rawls College of Business, Texas Tech University, U.S.A. ] Corresponding author

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