The Blurring Line Between Electronic and Physical Channels: Reconceptualising Multichannel Commerce

  title={The Blurring Line Between Electronic and Physical Channels: Reconceptualising Multichannel Commerce},
  author={Manuel Trenz},
  • Manuel Trenz
  • Published in ECIS 2015
  • Business, Computer Science
This paper proposes a revision of the multichannel concept as it has been applied in previous studies on multichannel commerce. Digitalization and technological innovations have blurred the line between physical and electronic channels. A structured literature review on multichannel consumer and firm behaviour is conducted to reveal the established view on multichannel phenomena. By providing empirical evidence on market offerings and consumer perceptions, we expose a significant mismatch… Expand
Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing
Abstract Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannelExpand
Omni-channel Luxury Retailing: exploring luxury consumers channel practices
Faced with the growingly complexity of channel crossing in current retail environments and consumer behavior, the luxury industry, known for its special marketing guidelines, has been trying toExpand
The omni-channel approach: A utopia for companies?
Abstract There has been a shift towards providing a seamless consumer journey experience in the retail industry, resulting from a customer-centric approach. In the new paradigm, channels are becomingExpand
Channel Integration towards Omnichannel Management: a literature Review
This paper seeks to eliminate ambiguities regarding the term omnichannel management by delimiting the term from related approaches and understanding current topics discussed by omnich channel management research, which creates a common basis from which to fully understand the concept. Expand
Understanding the customer experience in the age of omni-channel shopping
Omni-channel is one of the most important retail revolutions of recent years, impacting a variety of areas, such as marketing, retailing, communication or information systems. Omni-channel marketingExpand
Mindfully going omni-channel: An economic decision model for evaluating omni-channel strategies
An economic decision model is proposed that considers online and offline channels, the opening and closing of channels, non-sequential customer journeys, and customers' channel preferences and recommends choosing the OCS with the highest contribution to an organization's long-term firm value. Expand
The evolution of technology and the constant digitalisation strongly influence how consumers behave, how markets develop, and how companies and consumers interact. By offering many channels,Expand
Omni-Channel Retail Capabilities: An Information Systems Perspective
This framework is an initial attempt to structure the field of omni-channel IS capabilities and is grounded on a structured review of the academic literature, practitioner publications, and an online survey involving global retailing experts. Expand
Omnichannel-Retailing – Kundenorientierte Verknüpfung der Online- und Offline-Kanäle
Digitale Kommunikations- und Vertriebskanale fuhren zu Anderungen im Konsumentenverhalten. Digitale Kanale gewinnen zunehmend Relevanz im Kaufprozess, aber auch der stationare Handel hat furExpand
Systematic review of omni-channel banking and preview of upcoming developments in Germany
Keyword, title, abstract Full-text


Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms
This study examines what factors affect a consumer's decision on moving or extending from an offline channel to an online channel and identifies the concurrence effects of cross-channel synergies and dissynergies on customer's channels evaluation. Expand
Consumers in a multichannel environment: Product utility, process utility, and channel choice
We present a conceptual framework that clarifies the utilities that consumersusing a channel derive from both the purchase process and the purchased products, and the mutual influences between theseExpand
Identifying Cross-Channel Dissynergies for Multichannel Service Providers
In this article, the authors propose that in a multichannel environment, evaluative conflicts (dissynergies) between service channels exist. Building on status quo bias theory, they develop a modelExpand
Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior
We develop a conceptual framework, which identifies the customer-level characteristics and supplier factors that are associated with purchase behavior across multiple channels. We also propose thatExpand
The challenge for multichannel services: Cross-channel free-riding behavior
Perceived service quality of competitors' offline store and the reduced risk in the brick-and-mortar channel influence the attractiveness of this behavior and increase cross-channel free-riding intentions. Expand
Multichannel Shopping: Causes and Consequences
The authors explore the drivers of multichannel shopping and the impact of multichannel shopping on customer profitability. Through a longitudinal analysis, the authors provide evidence thatExpand
Multichannel Shopper Segments and Their Covariates
The proliferation of channels has created new challenges for research, including understanding how consumers may be segmented with respect to their information search and purchase behavior inExpand
A "Meta-Analysis" of Multibrand, Multioutlet Channel Systems
This work estimates a general model that summarizes the linkages among the factors shaping optimal channel structure decisions in a multibrand, multioutlet market, and efficiently describes the complex interactions of channel characteristics with industry structure and consumer characteristics. Expand
An investigation of consumers' webstore shopping: A view of click-and-mortar company
This study has empirically investigated a research model proposing how consumers' brand loyalty in the retailing channel may impact on their shopping intentions at the same brand's Webstore and uncovered that by shaping consumers' online perceptions of brand familiarity and Webstore reputation, consumers' offline brand loyalty directly and indirectly enhances their trust in Web store and lead to a higher shopping intention. Expand
Are Multichannel Customers Really more Valuable? The Moderating Role of Product Category Characteristics
How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., traditional, electronic, multichannel) and product category? The authors develop aExpand