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首页> 外文期刊>International Journal of Information Management >When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage
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When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage

机译：当数字化客户符合数字化服务时：Omnichannel服务用法的数字化社会认知视角

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摘要

With the prevalence of digital technologies, various services have grown digitalized. Specific to the marketing section, multichannel has been gradually replaced by omnichannel, which aims to integrate all the physical and digital channels tightly. Although omnichannel has received considerable attention, there is still a dearth of research that theorizes the multi-faceted impacts of digitalization on omnichannel. This study thus extends social cognitive theory (SCT) to the digitalized context and contextualizes the digitalized customer and digitalized environment as mobile identity and channel integration quality, respectively. Moreover, based on the self-regulation process of human agency, we incorporate omnichannel self-efficacy, satisfaction, and habit as the agentic factors to interpret a customer's conscious (ability and expectancy beliefs) and unconscious (automatic behavioral tendency) decision-making under the omnichannel setting. Through an online survey of 401 omnichannel customers, we find support for all the proposed hypotheses. Implications and limitations of this study are further discussed.
机译：随着数字技术的普遍性，各种服务已经成长为数字化。特定于营销部分，多通道已逐渐被Omnichannel取代，旨在将所有物理和数字渠道紧密整合。虽然Omnichannel受到了相当大的关注，但仍有一种缺乏的研究，可以了解数字化对OmniChannel的多面对的影响。因此，这项研究将社会认知理论（SCT）扩展到数字化背景，并分别将数字化客户和数字化环境中的语境化为移动标识和信道集成质量。此外，根据人工机构的自我调节过程，我们将全米沟道自我效能，满意度和习惯作为助理因素，以解释客户的意识（能力和期望信念）和无意识（自动行为倾向）决策OmniChannel设置。通过对401个Omnichannel客户的在线调查，我们发现对所有提出的假设的支持。进一步讨论了该研究的影响和局限性。

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