Phd Degree Holder :
PhD Thesis Abstract
Omnichannel integration technologies, such as location-based services blend all the retail channels together, constituting Social-Local-Mobile (SoLoMo) settings that provide a seamless shopping experience. The research methodology employed in my PhD thesis included both exploratory research conducted through four surveys, which generated more than 22 research hypotheses, as well as conclusive research that was operationalised with a field experiment. Following the Stimulus-Organism-Response paradigm of Environmental Psychology, 29 research hypotheses were tested in a four-condition repeated-measures experimental design.
The results of this experiment provided empirical evidence that consumers’ affective and cognitive states are affected by omnichannel integration and in turn mediate consumer behaviour in diversified ways. Decomposing Social-Local-Mobile effects, social media were found to influence channel switching behaviour in the form of showrooming and webrooming intention, whereas location-based services increased loyalty intention. Furthermore, Social-Local-Mobile settings, as a whole, contributed to higher consumer satisfaction, along with loyalty intention. In addition, it is the first study that considered showrooming as an avoidance behaviour in the S-O-R framework, exploring both affective and cognitive routes. Likewise, it is among the first studies that provided evidence of showrooming decline through Social Media integration. From a statistical and methodological perspective, it is the first study that applied mediation analysis in a within-participants four-condition repeated measures experimental design, incorporating a path-analytic framework with bootstrapping. By applying this methodology, it advances omnichannel research by exploring scaling levels of Offline-Online channel integration, identifying causal mechanisms through state-of-the-art mediation analysis software tools. As far as managerial implications are concerned, this research provides assistance for omnichannel transformation in multichannel retailing by effective and seamless integration of existing retail channels. Last but not least, it assists multichannel retailers to successfully treat and adjust decisions regarding omnichannel strategies and technologies.