Scale refinement
| Construct/items (Source) | Loading (t-value) |
|---|---|
| Communication consistency (S) | |
| Adapted from Šerić et al. (2020); α = 0.91; CR = 0.931; AVE = 0.772 | |
| There is coherence between the company’s website and the information available in the physical store | 0.812 (21.422) |
| There is coherence between the company’s communication and the information available in the physical store | 0.905 (47.221) |
| There is coherence between the company’s social network sites and the information available in the physical store | 0.918 (50.006) |
| The company’s marketing communication tools (website, social networks, apps and physical stores) focus on a common message | 0.874 (28.470) |
| Channel coordination (S) | |
| Adapted from Wu and Wu (2015); α = 0.82; CR = 0.836; AVE = 0.564 | |
| The company offers the same products online and in physical channels | 0.771 (22.060) |
| The company uses cross-advertisement or promotion in online and physical channels | 0.805 (20.233) |
| The company provides identical prices in online and physical channels | 0.796 (20.761) |
| The company offers online help or technical support for products purchased at physical stores | 0.615 (11.703) |
| Attitudes toward marketing communications (O) | |
| Adapted from Shen et al. (2016); α = 0.91; CR = 0.927; AVE = 0.809 | |
| My opinion of the company’s marketing communications is favorable | 0.845 (29.449) |
| The company’s marketing communications are interesting | 0.945 (45.618) |
| The company’s marketing communication strategy is good | 0.906 (41.620) |
| Synergy realization (O) | |
| Adapted from Wu and Wu (2015); α = 0.83; CR = 0.841; AVE = 0.571 | |
| The company improves customer trust by providing different channels for purchasing products | 0.789 (19.274) |
| The company covers diverse shopping preferences for customers with different channels | 0.690 (16.655) |
| The company improves customer awareness by cross-promoting products via different channels | 0.785 (22.012) |
| The company improves service efficiency for customers by providing more channels for purchasing products | 0.756 (18.910) |
| Employees’ perception about customer engagement behavior (R) | |
| Adapted from Cambra-Fierro et al. (2014); α = 0.76; CR = 0.780; AVE = 0.548 | |
| Our customers are willing to share their shopping experiences | 0.630 (9.188) |
| Our customers are willing to suggest the company’s products | 0.902 (22.868) |
| Our customers are willing to recommend the company’s products | 0.660 (11.937) |
| Construct/items (Source) | Loading ( |
|---|---|
| Adapted from | |
| There is coherence between the company’s website and the information available in the physical store | 0.812 (21.422) |
| There is coherence between the company’s communication and the information available in the physical store | 0.905 (47.221) |
| There is coherence between the company’s social network sites and the information available in the physical store | 0.918 (50.006) |
| The company’s marketing communication tools (website, social networks, apps and physical stores) focus on a common message | 0.874 (28.470) |
| Adapted from | |
| The company offers the same products online and in physical channels | 0.771 (22.060) |
| The company uses cross-advertisement or promotion in online and physical channels | 0.805 (20.233) |
| The company provides identical prices in online and physical channels | 0.796 (20.761) |
| The company offers online help or technical support for products purchased at physical stores | 0.615 (11.703) |
| Adapted from | |
| My opinion of the company’s marketing communications is favorable | 0.845 (29.449) |
| The company’s marketing communications are interesting | 0.945 (45.618) |
| The company’s marketing communication strategy is good | 0.906 (41.620) |
| Adapted from | |
| The company improves customer trust by providing different channels for purchasing products | 0.789 (19.274) |
| The company covers diverse shopping preferences for customers with different channels | 0.690 (16.655) |
| The company improves customer awareness by cross-promoting products via different channels | 0.785 (22.012) |
| The company improves service efficiency for customers by providing more channels for purchasing products | 0.756 (18.910) |
| Adapted from | |
| Our customers are willing to share their shopping experiences | 0.630 (9.188) |
| Our customers are willing to suggest the company’s products | 0.902 (22.868) |
| Our customers are willing to recommend the company’s products | 0.660 (11.937) |
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Please sign in to your personal account to gift article access.
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses.
You have reached the limit of 10 links within a 30 day period.
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.