The effect of App quality and compatibility on consumers' omnichannel App adoption and loyalty: Comparison of US and Korean ConsumersThe Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers
- Other Titles
- The Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers
- Authors
- Park, Joonyong; Kim, Renee Boyoung
- Issue Date
- May-2020
- Publisher
- Springer Link
- Keywords
- Loyalty; Perceived compatibility; Perceived quality of the OC app; TAM
- Citation
- Advances in Digital Marketing and eCommerce, v.1, no.2, pp.163 - 178
- Indexed
- SCOPUS
- Journal Title
- Advances in Digital Marketing and eCommerce
- Volume
- 1
- Number
- 2
- Start Page
- 163
- End Page
- 178
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/192482
- DOI
- 10.1007/978-3-030-47595-6_21
- ISSN
- 21987246
- Abstract
- This paper proposes to empirically test a research model that evaluate the importance of selected antecedents of consumers’ omnichannel shopping loyalty. In particular, this paper examines the influence of two variables (i.e. compatibility, omnichannel app quality) in understanding consumers’ response to omnichannel retail service. Social cognitive theory and technology task fit theory are applied as theoretical frameworks, and the Technology Acceptance Model (TAM) is applied as a reference framework for the empirical research model. The proposed model is assessed with the partial least squares structural equation modeling (PLS-SEM), and the empirical data is collected from the U.S. and Korea. A web-based survey was developed to collect data from the U.S. and South Korean consumers who have experience using the OC apps. In total, 130 responses and 123 responses were used from the U.S. and South Korea, respectively for empirical analysis. This study finds the significant direct relationship of the 5 predictors (perceived quality of the OC app, perceived compatibility, perceived ease of use, perceived usefulness) with the key construct – consumer loyalty.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - 서울 경영대학 > 서울 경영학부 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.