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) |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.