Sundjaja, A a Mo o; U omo, P io; Ma hew, Da ell; Hellian o, Ga y Re e io; Pu a,
Niko Su an o
A icle
The de e minan ac o s o con inuance in en ion o e isi
omnichannel e aile companies: mean-end chain heo y
app oach
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Sundjaja, A a Mo o; U omo, P io; Ma hew, Da ell; Hellian o, Ga y
Re e io; Pu a, Niko Su an o (2024) : The de e minan ac o s o con inuance in en ion o
e isi omnichannel e aile companies: mean-end chain heo y app oach, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-18,
h ps://doi.o g/10.1080/23311975.2024.2332504
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The de e minan ac o s o con inuance in en ion
o e isi omnichannel e aile companies: mean-
end chain heo y app oach
A a Mo o Sundjaja, P io U omo, Da ell Ma hew, Ga y Re e io Hellian o &
Niko Su an o Pu a
To ci e his a icle: A a Mo o Sundjaja, P io U omo, Da ell Ma hew, Ga y Re e io Hellian o
& Niko Su an o Pu a (2024) The de e minan ac o s o con inuance in en ion o e isi
omnichannel e aile companies: mean-end chain heo y app oach, Cogen Business &
Managemen , 11:1, 2332504, DOI: 10.1080/23311975.2024.2332504
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2332504
The de e minan ac o s o con inuance in en ion o e isi
omnichannel e aile companies: mean-end chain heo y app oach
a a Mo o sundjajaa , P io U omob , Da ell Ma hewa, ga y e e io hellian oa and
niko su an o Pu aa
aManagemen Depa men , BBs Mas e P og am, Binus uni e si y, Jaka a, indonesia; bDepa men o echnology
Managemen , uni e si as Mul imedia nusan a a, ange ang, indonesia
ABSTRACT
he pu pose o he s udy was o examine he de e minan ac o s ha in luence he
in en ion o e isi e aile omnichannel in indonesia wi h Mean-end chain app oach.
he in e ne economy g ow h d i es he use o he omnichannel s a egy in indonesia
e ail companies. he pas esea ch showed ha he e was inconsis ency in he
unde s anding o omnichannel s a egy channel in eg a ion. he Means-end chain
heo y belie es can help o enligh en his in eg a ion by unde s anding he a ibu e,
consequences, and alues o cus ome omnichannel s a egy accep ances. he esea ch
is c oss-sec ional quan i a i e esea ch wi h sample o 248 esponden s ha ga he ed
using con enience sampling. he Disjoin wo-s age app oach Pa ial leas squa e
s uc u al equa ion Model (Pls-seM) was used o analyse he high o de cons uc
model. he inding shows ha bo h cus ome sa is ac ion and shopping alue we e he
media ing a iables be ween channel in eg a ion and in en ion o e isi . he in eg a ed
o de ul ilmen , in eg a ed ansac ion in o ma ion, in eg a ed cus ome se ice, and
in eg a ed cus ome se ice in luenced channel in eg a ion we e iden i ied as he
dominan dimensions o he channel in eg a ion. he manage ial implica ion emphasized
on he a ious channel in eg a ion op imiza ion and in eg a ion du ing p e and pos
cus ome shopping jou ney. his s udy en iches he cus ome beha io s udies,
especially in he impo ance o channel in eg a ion wi h Mean-end chain heo y
app oach.
1. In oduc ion
cus ome expe ience can be de eloped h ough he channel whe e i can be used o aise awa eness
among cus ome s o he p oduc and se ices, i helps cus ome s e alua e a company alue p oposi ion,
i allows cus ome o pu chase and ge suppo bu also allows o a company o deli e i alue p op-
osi ion. as consume beha io is changing, p oli e a ion o digi al echnology, and highly compe i i e
ma ke s d i e he eme ge o omnichannel s a egies. indonesia’s in e ne economy is expec ed o each
$146 billion by 2025 (seaDs, 2021), wi h p edominan ly ma ke based in Ja a (s a is ik, 2022). he e o e,
unde s anding online cus ome shopping is impo an especially hei decision-making p ocess ha allow
ma ke e o ailo hei ma ke ing s a egies (g ewal & ogge een, 2020).
Omnichannel shopping in eg a es channels, such as physical s o es, e-comme ce pla o ms, social
media, and mobile apps o ensu e a consis en pu chasing expe ience (lee e al., 2019). consume shop-
ping beha io om omnichannel is e y di e se. e aile s mus enhance digi al pla o ms (leão & da
sil a, 2021), inco po a e use -gene a ed con en (kha ak e al., 2022), and p o ide cus ome p o ec ion
o achie e success (limanse o, 2022). in indonesia, he implemen a ion o omnichannel ma ke ing is
gaining ac ion du ing cOViD-19 pandemic because he cus ome has educed hei mobili y o
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT a a Mo o sundjaja [email p o ec ed] Managemen Depa men , BBs Mas e P og am, Binus uni e si y, Jaka a, 11480,
indonesia
h ps://doi.o g/10.1080/23311975.2024.2332504
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 23 no embe
2023
e ised 10 Ma ch 2024
accep ed 14 Ma ch 2024
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom o
g ea B i ain and
no he n i eland
KEYWORDS
in en ion o e isi ;
means-end chain heo y;
shopping alue; channel
in eg a ion; omnichannel;
e ail company
SUBJECTS
Business; Managemen
and accoun ing;
in o ma ion echnology;
Managemen o i
2 a. M. sUnDJaJa e al.
shopping (cai e al., 2023; sugia e al., 2023). Omnichannel consume s spend 4% mo e ime in physical
s o es and 10% in online s o es compa ed o consume s who only in e ac wi h b ands h ough one
channel (si clo, 2020). he e o e, he la ge-scale business inc eases hei in es men in omnichannel ma -
ke ing in as uc u e by in eg a ing hei online and o line channel (saghi i & Mi zabeiki, 2021), secu i y
echnology (ameen e al., 2020), augmen ed eali y echnology (U omo e al., 2023), and inc easing cus-
ome awa eness o seamless cus ome expe ience in hei online shopping jou ney (laza is e al., 2021).
Omnichannel in eg a ion can be said o be O2O (O line o Online o Online o O line) which is he
basic concep o omnichannel ha pays a en ion o he con enience, con enience, and shopping expe-
ience o consume s and emo es he bounda ies be ween o line and online (laza is e al., 2021). he
omnichannel s a egy in indonesia began o be ecognized in 2018 and he implemen a ion o he
omnichannel sys em is s ill ela i ely small due o he lack o knowledge and abili y o manage omni-
channel. good omnichannel implemen a ion needs o be based on a dynamic consume needs o ien-
a ion. he challenges aced by managemen a e knowing when and he igh way o communica e o
consume s, how o ake ad an age o s o e se ices and gua an ees bo h o line and online o a
smoo h consume shopping expe ience, o conside he bes way o main ain long- e m ela ionships
wi h consume s (Villano a e al., 2021). in addi ion, he e ec s o he cOViD-19 pandemic also seem o
be linge ing and may signal a ‘new no mal’, including a less complica ed needs assessmen phase ha
ocuses on ewe needs, such as hose ela ed o p oduc sa e y and unc ionali y, eliabili y, p icing,
a ailabili y ia home deli e y o pick up ( ogge een & se hu aman, 2020).
he p e ious esea ch a emp o examine he channel in eg a ion using unidimensional app oach
(co a elo e al., 2021) and mul idimensional app oach (gao e al., 2021; lee e al., 2019; Zhang e al.,
2018). he implemen a ion o click and collec sys em in spain ha in eg a e hei p oduc p ice
in o ma ion and p ice, p omo ion o e ing, a ie y o p oduc , and channel swi ching a e posi i ely
a ec ing he shopping alue and cus ome sa is ac ion (co a elo e al., 2021). howe e , he cus-
ome engagemen was posi i ely a ec ed by omnichannel in eg a ion dimensions ( ange o chan-
nel se ice op ion, s anda diza ion o con en , ope a ion alignmen , and anspa ency o channel
se up) (lee e al., 2019). omnichannel in eg a ion dimensions (in eg a ed o de ul ilmen , in eg a ed
cus ome se ice, in eg a ed p oduc & p ice, and in eg a ed in o ma ion access) we e posi i ely
a ec cus ome empowe men o omni-channel e ailing in china (Zhang e al., 2018). howe e ,
omnichannel in eg a ion dimension (in eg a ed ansac ion in o ma ion, in eg a ed o de ul ilmen ,
in eg a ed p omo ion, in eg a ed p oduc and p ice, and in eg a ed in o ma ion access) posi i ely
a ec cogni i e cus ome expe ience o omni-channel e ailing in china (gao e al., 2021). he
esea che s de e mined he inconsis ency o channel in eg a ion in omnichannel se ing. he e o e,
he esea che s conside channel in eg a ion as mul idimensional a iable wi h omnichannel e ail
se ing in indonesia.
he p e ious s udies on omnichannel a e limi ed since he p e ious esea che s don no conside he
omnichannel in new no mal con ex . he impac o cOViD-19 pandemic has changed consume
beha iou in seeking in o ma ion and shopping. P e ious s udy has concen a ed on he in luence o
omnichannel in eg a ion and shopping alue on he cus ome expe ience in Pakis an ashion e ail
(ahmed & syed, 2021; iaz e al., 2021). howe e , ano he p e ious s udy ound ha omnichannel shop-
ping alue posi i ely a ec cus ome sa is ac ion in he e ail con ex in spain. Mo eo e , hose s udied
did no conside he e ec o cus ome expe ience on he con inuance usage in en ion (lee e al.,
2019). he esea che s conce ned ha esea ch is es ing channel in eg a ion ela ionships, shopping
alue, and sa is ac ion in omnichannel se ing s ill limi ed. he e o e, i is impo an o examine he
media ing e ec o shopping alue and cus ome sa is ac ion be ween omnichannel in eg a ion and
e isi in en ion.
his esea ch will ocus on ace ha dwa e consume s as esea ch subjec s because he company has
implemen ed an omnichannel s a egy h ough upa upa. he esea ch p o ides iews and sugges ions
o ace ha dwa e and companies in simila indus ies ega ding wha cha ac e is ics mus be conside ed
when implemen ing an omnichannel s a egy. he u gency o his esea ch is how an in eg a ed cus-
ome expe ience s udy can p o ide inpu o he managemen eam by measu ing and p edic ing he
beha io o omnichannel cus ome s h ough physical s o es and online channels.
cOgen BUsiness & ManageMen 3
2. Li e a u e e iew
2.1. Means-end chain heo y
he cu en s udy deals wi h omnichannel in eg a ion, shopping alue, cus ome sa is ac ion, and beha -
io al in en ion in omnichannel e ailing. ‘Means-end heo y’ is he leading heo y ha can explain he
ela ionship be ween quali y, alue, and beha io and he undamen al ela ionship be ween consume s
and p oduc s/se ices (Olson & eynolds, 1983). he means-end chain heo y can explo e he mo i a-
ional and in o ma ional aspec s unde lying p oduc e alua ion, which can be conside ed pi o al poin s
o mo e complica ed pos -pu chase e alua ions (ga dial e al., 1994). P e ious li e a u e sugges s ha
he cen al hesis o means-end heo y is ha people a e goal-o ien ed and use a ious p oduc a i-
bu es o assume goals o ou comes (gu man, 1982). Mo e speci ically, p e ious s udies ha e shown ha
cus ome s e alua e he sa is ac ion o a complex e ail omnichannel expe ience om he pe spec i e o
he shopping alue dimension in he consume goods ca ego y ( ahman, ca lson, gude gan, e al.,
2022). shopping alue is a highly desi able goal, e alua ion o he shopping expe ience on omnichannel
can be ecei ed posi i ely by cus ome s. esea ch using he means-end chain heo y has inc eased qui e
sha ply o e he las wo decades, and his heo y can explain alue as one o he leading causes o
epu chase in en ion (Bo ga d , 2020) he e o e, means-end is he sui able me hod o ca ego ize he
basic pa e n o ela ionships wi h p oduc o se ice quali y ha can inc ease cus ome shopping alue.
P e ious esea ch used a means-end chain heo y o explain he ela ionship be ween quali y– alue–
beha io in he con ex o a wa e pa k (Jin e al., 2015). he esul s showed a posi i e ela ionship
be ween he quali y o expe ience, image, pe cei ed alue, sa is ac ion, and beha io al in en ion. in addi-
ion, Xiao, guo, e al. (2019) use a means-end chain heo y app oach o unde s and cus ome segmen s
in online and o line comme ce so ha managemen gains insigh om consume beha io . he esul s
o his s udy p esen he in luence o company p o iles and ne wo k ex e nali ies on he le el o us in
cus ome g oups ha a e ulne able o isk and he in luence o p oduc a ia ions on op imal choices
in cus ome g oups ha a e sensi i e o e u ns using a quali a i e app oach.
De elop a model om means-end chain heo y ha only ocuses on alue and consequence o
unde s and he desi e o buy back wi h a s uc u al equa ion modeling app oach kim e al. (2020).
Mo eo e , O he esea che s use means-end chain heo y o explain online-based s uden se ice expe-
iences o answe he complexi y o use demand o se ice excellence (liang e al., 2022). hese ind-
ings p o e ha he s uden se ice expe ience ins umen can measu e s uden esponsibili y owa ds
uni e si y se ice pe o mance socially and cons uc i ely.
he mean-end chain heo y applica ion o explaining he cus ome sa is ac ion h ough shopping
alue in e-comme ce has been conduc ed in Japan (Mo iuchi & akahashi, 2023), india (kuma & ayodeji,
2021), and aiwan (huang & hung, 2023) in he con ex o c2c e-comme ce se ing, he p e ious esea ch
u ilized he means-end chain heo y o explo e he ela ionship be ween pe cei ed alue and sa is ac ion
using quan i a i e app oach (Mo iuchi & akahashi, 2023). he indings show ha cus ome us ’s impac
on sa is ac ion a ies based on pe cei ed unc ional and emo ional. he p e ious esea ch a emp s o
apply he means-end chain heo y o examine he cus ome ac i a ion and e en ion in indian e- e aile s
se ing (kuma & ayodeji, 2021). he indings show ha e- e aile success (sys em quali y, in o ma ion
quali y, and se ice quali y) in luenced he cus ome sa is ac ion h ough u ili a ian and hedonis ic al-
ues. ano he s udy in es iga ed he e ec o g oup in en ion and shopping alue in he con ex o
online shopping day using means-end chain heo y (huang & hung, 2023). he s udy ound ha majo
ype o shopping alue, g oup no m, social iden i y, and an icipa ed emo ion inc eased we-in en ion,
consume s’ desi e, and pa icipa ion beha io .
Finally, he means-end chain heo y has been applied o in es iga ing he cus ome expe ience in
omnichannel e ailing using quali a i e app oach ( ahman, ca lson, e al., 2022) and mixed me hod
( ahman, ca lson, gude gan, e al., 2022) app oach. Using ladde ing echnique, he esea che s a emp
o examine he sa e y ac o s in omnichannel shopping as pe cei ed by cus ome s and hei impac on
cus ome expe ience e alua ion in pos -pandemic se ing ( ahman, ca lson, e al., 2022). his s udy has
iden i ied ou een sa e y aspec s in omnichannel shopping and has p oposed a new pa adigm o sa e y
and secu i y in pos -pandemic e ail se ice con ex s. con adic o y, he esea che s a emp o p opose
4 a. M. sUnDJaJa e al.
comp ehensi e measu emen o omnichannel cus ome s expe ience by inco po a ing means-end chain
heo y using mixed me hod app oach ( ahman, ca lson, gude gan, e al., 2022). he indings show ha
he p oposed measu emen model empi ically con i m and p edic he cus ome beha io in he con-
sume goods omnichannel e ail se ing. he measu emen models consis o shopping alue, social com-
munica ion, pe sonaliza ion, p oduc a ailabili y, p ices ac oss channel, deli e y, p oduc e u n, and
loyal y p og ams.
al hough means-end chain heo y is a p ominen heo y o unde s anding and p edic ing consume
beha io in a ious indus ies, he e a e challenges in measu ing he alue o he means-end chai o
analyze di e se consume beha io . he e o e, we posi ion channel in eg a ion as an a ibu e o shop-
ping alue and cus ome sa is ac ion ha d i es e isi in en ions. Ul ima ely, he alue o Mec heo y
p o ides he p inciples and di ec ion unde lying his esea ch.
2.2. Omnichannel and cus ome jou ney
Omnichannel cus ome jou neys in he e ail indus y e e o he seamless, in eg a ed expe iences ha
cus ome s ha e ac oss mul iple channels when in e ac ing wi h e aile s (hickman e al., 2020). his
app oach ecognizes ha cus ome s can engage wi h b ands h ough mul iple ouchpoin s, such as
physical s o es, websi es, mobile apps, and social media pla o ms, li e s eaming channels, and digi al
kiosks ( ogge een & se hu aman, 2020). he goal o an omnichannel s a egy is o deli e a consis en
and pe sonalized expe ience h oughou he cus ome jou ney ac oss mul iple channels (leh e & enz,
2022). his app oach goes beyond adi ional mul ichannel o c oss-channel app oaches by emphasizing
he impo ance o channel in eg a ion and synch oniza ion o c ea e a cohesi e and sa is ying expe i-
ence o cus ome s (gao e al., 2021).
e aile s implemen ing e ec i e omnichannel cus ome jou neys will ge he bene i s. Fi s , he omni-
channel concep leads o a be e cus ome expe ience by elimina ing ic ion poin s and p o iding
seamless ansi ions be ween channels ( ahman, ca lson, gude gan, e al., 2022). he omnichannel con-
cep allows cus ome s o swi ch be ween online and o line channels wi h ease, inc easing con enience
and accessibili y. second, omnichannel s a egies inc ease cus ome engagemen by p o iding pe sonal-
ized ecommenda ions, o e s, and con en based on indi idual p e e ences and p e ious in e ac ions
(Mosque a e al., 2017). he pe sonalized app oach os e s s onge ela ionships wi h cus ome s and
encou ages hem o be hones wi h he b and. las ly, a well-execu ed omnichannel s a egy can esul
in highe sales and e enue o e aile s (leh e & enz, 2022). By p o iding a consis en expe ience
ac oss channels, e aile s can cap u e cus ome a en ion, inspi e pu chases, and e en d i e c oss-channel
sales as cus ome s seamlessly mo e om one ouchpoin o ano he (kopo & cude, 2021).
he implemen a ion o omnichannel cus ome jou neys in he e ail indus y has i s own challenges.
e aile s need o o e come ba ie s, such as da a in eg a ion and in as uc u e, ensu ing ha cus ome
da a is accu a ely synch onized ac oss channels (g ewal & ogge een, 2020). O ganiza ional alignmen is
ano he impo an ac o , as di e en depa men s wi hin a company mus wo k oge he o p o ide a
consis en expe ience (kopo & cude, 2021). e aile s mus in es in echnology and communica ions o
communica e and sha e da a ba ie s so as o main ain consis ency and pe sonaliza ion o inc easingly
complex channels ( haichon e al., 2023). e aile s mus add ess alen and skills gaps wi hin hei o ga-
niza ions o execu e omnichannel s a egies e ec i ely. he e o e, add essing hese challenges is c i ical
o e aile s o deli e a uni ied and excep ional cus ome expe ience ac oss all ouchpoin s and maxi-
mize he bene i s o he omnichannel cus ome jou ney.
2.3. Channel in eg a ion
O ganiza ions will gain a compe i i e ad an age o e hei compe i o s i hey success ully in eg a e a -
ious channels ( usanen, 2018). channel in eg a ion can be de ined as he ex en o which di e en chan-
nels in e ac wi h each o he . Physical channels acili a e digi al in o ma ion sha ing h ough o line-online
in eg a ion (Xiao, guo, e al., 2019). he u gency o channel in eg a ion has been s udied by p e ious
esea che s (gao e al., 2021; lee e al., 2019; Zhang e al., 2018). P e ious esea ch has examined he
cOgen BUsiness & ManageMen 5
impac o channel in eg a ion on cus ome expe ience (gao e al., 2021), cus ome in e ac ion (lee e al.,
2019), shopping alue (co a elo e al., 2021), cus ome sa is ac ion (laza is e al., 2021), and cus ome
empowe men (Zhang e al., 2018). esea che s concluded ha he impo ance o conduc ing esea ch
ha examines channel in eg a ion in he con ex o omnichannel e ailing needs o be e isi ed.
Omnichannel e ailing equi es he in eg a ion o cus ome ouchpoin s o a seamless cus ome expe i-
ence esul ing in sales ansac ions.
in eg a ed p oduc and p ice a e he in eg a ion o p oduc in o ma ion and p icing on physical s o es,
websi es, mobile applica ions, and o he pla o ms (Zhang e al., 2018). cus ome s can know consis en
p oduc in o ma ion, s ock, and p icing so ha cus ome s can choose he mos con enien channel and
acco ding o hei p e e ences. While in eg a ed in o ma ion access is an in eg a ion o p oduc desc ip-
ion and s ock in o ma ion, p oduc ideos, cus ome e iews, and ecommenda ions om a ious sales
channels (gao e al., 2021). such in o ma ion can help cus ome s in aking be e buying decisions based
on a comp ehensi e unde s anding o he p oduc s o in e es . in eg a ed p omo ion is he in eg a ion
o p omo ions and special o e s h ough a ious sales channels (lee e al., 2019). his p o ides an
oppo uni y o cus ome s o ake ad an age o ele an o e s and inc ease he alue o hei shopping.
in eg a ed o de ul illmen is he in eg a ion o he p ocess o o de ing, paymen , and picking up
p oduc s h ough physical s o es, cou ie deli e y, o deli e y h ough hi d pa ies ( yu e al., 2023).
cus ome s can access up- o-da e shipping in o ma ion and ack o de s a us h ough a ious channels
so ha o de s can be ecei ed on ime. in eg a ed ansac ion in o ma ion is he in eg a ion and ease o
accessing cus ome ansac ion his o y h ough physical s o es and online pla o ms (Wang & Jiang,
2022). his can help he sys em o p o ide p oduc ecommenda ions ha a e in acco dance wi h cus-
ome ansac ion beha io . in eg a ed cus ome se ice is he in eg a ion o cus ome se ice h ough
a ious channels consis en ly (saghi i & Mi zabeiki, 2021). cus ome s can con ac he se ice suppo
eam ia phone, email, li e cha , o ins ag am o ge solu ions o p oblems encoun e ed du ing he
shopping ip.
in his s udy, esea che s adop ed he channel in eg a ion dimension o esea ch conduc ed by Zhang
e al. (2018). he esul s o es ing wi h a second-o de o ma i e cons uc app oach show ha only
in eg a ed p oduc and p ice, in eg a ed in o ma ion access, in eg a ed o de ul illmen , and in eg a ed
cus ome se ice a e s a is ically p o en o ha e a signi ican e ec on channel in eg a ion (Zhang e al.,
2018). al hough in eg a ed p omo ion and in eg a ed ansac ion in o ma ion p o ed o ha e no e ec
on p e ious esea ch (Zhang e al., 2018). howe e , in eg a ed p omo ion and in eg a ed ansac ion
in o ma ion a ec cus ome sa is ac ion when es ed using he i s o de cons uc app oach (ca apan
& Pongsako n ungsilp, 2022). esea che s obse e inconsis encies in app oaches in assessing channel
in eg a ion sepa a ely and collec i ely. he six dimensions a e concep ually di e en om each o he o
unde s and channel in eg a ion, bu esea che s belie e ha hey all explain he cus ome jou ney in he
con ex o omnichannel e ailing.
2.4. Hypo hesis de elopmen
2.4.1. Channel in eg a ion and cus ome sa is ac ion
P e ious esea ch has es ablished omnichannel in eg a ion posi i ely a ec cus ome sa is ac ion
(ca apan & Pongsako n ungsilp, 2022; gao e al., 2021; laza is e al., 2021; Wang & Jiang, 2022;
Zhang e al., 2018; Zhu e al., 2022). adi ional e ail models o en in ol e agmen ed expe iences,
such as inconsis en p icing, in e mi en in en o y managemen , and limi ed p oduc a ailabili y
ac oss channels (Mukhe jee & Wood, 2021). By implemen ing omnichannel in eg a ion, e aile s can
add ess hese challenges and p o ide cus ome s wi h a uni ied and cohesi e expe ience (lim e al.,
2022). cus ome s expec a seamless shopping expe ience ha allows hem o in e ac wi h e aile s
h ough mul iple channels, such as physical s o es, online pla o ms, and mobile apps ( iaz e al.,
2021; Zhang e al., 2018). cus ome s ha e easy access o p oduc s and se ices using click-and-col-
lec , in-s o e e u ns o online pu chases, and mo e pe sonalized eal- ime in en o y isibili y and
o he ea u es so hey’ll eel com o able and sa is ied (ca apan & Pongsako n ungsilp, 2022; saghi i
& Mi zabeiki, 2021). consume s will be mo e sa is ied i hey a e gi en wide con ol wi h he imple-
men a ion o omnichannel s a egies when hey wan o shop h ough online and o line channels
6 a. M. sUnDJaJa e al.
(Wang & Jiang, 2022; Zhang e al., 2018). he e o e, he esea che o mula ed he hypo hesis s a e-
men as ollows:
h1: channel in eg a ion posi i ely a ec cus ome sa is ac ion.
2.4.2. Channel in eg a ion and shopping alue
P e ious esea ch has p o en ha omnichannel in eg a ion can ha e a posi i e in luence on shopping
alue (asa e e al., 2022; co a elo e al., 2021; gao e al., 2021; Wang & Jiang, 2022). Wi h he abili y o
collec and analyze cus ome da a om online and o line channels, e aile s can gain aluable insigh s
in o channel p e e ences o e alua ing p oduc s, shopping, shipping, a e -sales se ice (co a elo e al.,
2021; gunawan e al., 2023). a med wi h his in o ma ion, e aile s can p o ide pe sonalized ecommen-
da ions h ough online channels, compile p omo ional ca alogs on o line channels, de elop p oduc
knowledge ma e ials digi ally, imp o e p oduc knowledge om salesmen, e alua e paymen and deli -
e y pe o mance and iden i y oppo uni ies, and p o ide mo e app op ia e solu ions when cus ome s
need a e sales assis ance (gao e al., 2021; imoumi e al., 2022). By p o iding ele an and meaning ul
in e ac ions, e aile s enhance cus ome s’ pe cep ions o alue, making hem eel unde s ood and alued
as indi iduals (chang & geng, 2022). he e o e, pe cei ed shopping alue is a c ucial ac o in luencing
consume s’ pu chasing decisions, as i encompasses he bene i s cus ome s pe cei e in ela ion o he
cos s, ime, and e o incu ed (asa e e al., 2022; Wang & Jiang, 2022). he e o e, he esea che o mu-
la ed he hypo hesis s a emen as ollows:
h2: channel in eg a ion posi i ely a ec s shopping alue.
2.4.3. Cus ome sa is ac ion and in en ion o e isi
P e ious esea ch has examined ha shopping alue posi i ely a ec s he in en ion o e isi an omni-
channel e ail pla o m (ca apan & Pongsako n ungsilp, 2022; chang & geng, 2022; gao e al., 2021).
cus ome s will ge mo e alue i hey buy he igh p oduc a a easonable p ice when shopping
h ough e aile s ha ha e implemen ed omnichannel ( ahman, ca lson, gude gan, e al., 2022).
cus ome s can ake ad an age o he online and o line channels o ob ain in o ma ion, compa e p ices,
o de , and paymen , choose he app op ia e shipping me hod o in-s o e pick up, and ge a e -sales
se ice (gao e al., 2021). e aile s should concen a e on p o iding high quali y p oduc , cos sa ing,
and con enience o he cus ome du ing online shopping in online and o line channel (ca apan &
Pongsako n ungsilp, 2022). in addi ion, e aile s who ha e de eloped echnology ha acili a es bo h
e aile -cus ome and cus ome -cus ome ela ionships will imp o e accu acy in da a-d i en decision
making ( ipa hi e al., 2021). e aile s can de e mine online discoun s, omnichannel p omo ions, pu -
chase online, e u n in-s o e, and o he me hods o gua an ee p oduc quali y based on channel cha ac-
e is ic o imp o ing accessibili y, sea chabili y, and con enience (ca apan & Pongsako n ungsilp, 2022).
cus ome s who pe cei e a highe shopping alue om hei p e ious omnichannel shopping expe iences
end o show highe omnichannel e isi in en ion (chang & geng, 2022). he e o e, he esea che o -
mula ed he hypo hesis s a emen as ollows:
h3: cus ome sa is ac ion posi i ely a ec s in en ion o e isi .
2.4.4. Shopping alue and in en ion o e isi
P e ious esea ch in es iga ed ha shopping alue posi i ely a ec s he in en ion o e isi an omni-
channel e ail en i onmen (chang & geng, 2022; Pe ei a e al., 2023; ahman, ca lson, gude gan, e al.,
2022; song & Jo, 2023). shopping alue can be de ined as he bene i s and ad an ages ha consume s
eel du ing hei shopping jou ney ac oss a ious channels and ouchpoin s o e ed by e aile s (co a elo
e al., 2021; hu é e al., 2017). shopping alue is one o he mos impo an dimensions o cus ome
sa is ac ion and loyal y ( ahman, ca lson, gude gan, e al., 2022). Du ing he pu chase planning phase,
e aile mus p o ide adequa e in o ma ion h ough omnichannel channel and bene i s o encou age
cOgen BUsiness & ManageMen 7
cus ome o pu chase hei p oduc s (chang & geng, 2022). he e o e, cus ome s eel he con enience,
pe sonaliza ion, and e iciency posi i ely a ec hei in en ion o e isi he omnichannel e ail en i on-
men (ameen e al., 2020) he highe shopping alue du ing shopping jou ney will inc ease he in en ion
o e isi o nex pu chase (Blom e al., 2021). he e o e, he esea che o mula ed he hypo hesis s a e-
men as ollows:
h4: shopping alue posi i ely a ec s in en ion o e isi .
2.4.5. Media ion e ec o shopping alue and cus ome sa is ac ion
When he cus ome s eel he omnichannel in eg a ion ul ills hei needs du ing online shopping, hey
will pe cei e highe shopping alue in he omnichannel en i onmen and likely eel sa is ied wi h hei
in e ac ion (co a elo e al., 2021). consequen ly, his heigh ened sa is ac ion and pe cei ed shopping
alue is expec ed o posi i ely in luence hei in en ion o e isi he e aile who adop s omnichannel
s a egy. cus ome s who ha e a pu pose-based shopping o ien a ion will eel mo e sa is ied i e aile s
who ha e implemen ed in eg a ed omnichannel (Blom e al., 2021). Managemen syne gy in u ilizing
echnology o in eg a e online channels and physical s o es o ensu e cus ome s ge an op imal shop-
ping expe ience (laza is e al., 2021). e aile who al eady adop omnichannel encou age hei cus ome
o empowe he s eng h o online and o line channel o ul illing hei daily needs (Pe ei a e al., 2023).
Unde s anding he media ing e ec o cus ome sa is ac ion and shopping alue be ween channel in e-
g a ion and in en ion o e isi will p o ide aluable insigh s o e aile . he e o e, he esea che o mu-
la ed he hypo hesis s a emen as ollows:
h5: shopping alue posi i ely media e be ween channel in eg a ion and in en ion o e isi .
h6: cus ome sa is ac ion posi i ely media es be ween channel in eg a ion and in en ion o e isi .
Figu e 1 shows he p oposed concep ual model. he au ho s p oposed he model based on he
hypo hesis de elopmen s a ed in he li e a u e e iew sec ion. channel in eg a ion is an exogenous
a iable, shopping alue, and cus ome sa is ac ion a e media ing a iables, and in en ion o e isi is
endogenous a iable.
3. Resea ch me hods
he esea ch design used a quan i a i e me hod wi h c oss-sec ional s udy. he da a collec ion me hod
is using an online ques ionnai e. he esea che s used pa ial leas squa es s uc u al equa ion modeling
(Pls-seM) o da a analysis because he esea ch model is complex (lim e al., 2022). Pls-seM was p i-
ma ily used o de elop heo ies in explo a o y esea ch. his was done by ocusing on explaining he
a iables in he model (hai e al., 2017). he da a analysis so wa e used sma Pls 4.0.8.5 (lim e al., 2022).
he esea che s canno de e mine he popula ion size due o limi ed access on numbe o cus ome s
o ace ha dwa e. he sample size de e mina ion used en imes he numbe o indica o s and ou
Figu e 1. he concep ual model.
14 a. M. sUnDJaJa e al.
en i onmen . he e o e, omnichannel in eg a ion can imp o e he cus ome shopping expe ience and
he cus ome will ealize he alue added. When he cus ome in he p e-pu chase s age, he e aile
should be able o p o ide a pe sonalized p oduc ecommenda ion in he cus ome p e e ed online
channel based on he in eg a ion o ansac ion in o ma ion. he b anch manage also can u ilize he
cus ome pu chase ansac ion o iden i ying po en ial p oduc o be p omo ed in hei mon hly news-
le e and de elop digi al con en ela ed o p oduc demo based on he cus ome inqui y om cus-
ome se ice.
he analysis ound ha channel in eg a ion posi i ely e ec on cus ome sa is ac ion. he indings
suppo ed he p e ious esea ch indings ha examined he channel in eg a ion on cus ome sa is ac-
ion (ca apan & Pongsako n ungsilp, 2022; gao e al., 2021; laza is e al., 2021; Wang & Jiang, 2022;
Zhang e al., 2018; Zhu e al., 2022). cus ome s eel sa is ied du ing hei shopping jou ney because he
e aile manages o in eg a e hei online channel and physical s o e. When he e aile gi es cus ome s
he lexibili y o o de , pay, and ge he p oduc s hey need, cus ome sa is ac ion inc eases. he e o e,
i is impo an o e aile s o design p ocedu es, policies, and in o ma ion sys ems ha can allow cus-
ome s o o de p oduc s and pay o o de s h ough online o o line channels, ob ain p oduc s h ough
in-s o e pick up o use in e nal o hi d-pa y deli e y se ices, and ge cus ome se ice suppo online
o o line.
in his s udy, he esea che s also in oduce cus ome sa is ac ion and shopping alue as media o
a iable o explaining complex cus ome expe ience in omnichannel e ail con ex . cus ome sa is ac ion
and shopping alue can be conside ed as impo an ac o s o managing cus ome jou ney in omni-
channel e ail en i onmen . hese indings suppo ed he p e ious esea ch inding ha examined he
ole o cus ome sa is ac ion and shopping alue as media o be ween channel in eg a ion and in en ion
o e isi (co a elo e al., 2021; laza is e al., 2021). he e aile who is conce ned abou he cus ome
sa is ac ion a e shopping on in eg a ed online and o line channels can inc ease hei cus ome in en-
ion o e isi . e aile s who egula ly e alua e he omnichannel cus ome jou ney and imp o e he qual-
i y o channel in eg a ions can slowly iden i y cus ome shopping alue. he e o e, he e aile should
ocus on in eg a ing he o de ul illmen , ansac ion in o ma ion, cus ome se ice, and in o ma ion
access o inc ease cus ome shopping alue and sa is ac ion.
he empi ical indings showed ha shopping alue does no a ec cus ome sa is ac ion. he
inding is con a y o he p e ious s udy ha ound ha shopping alue posi i ely a ec s cus ome
sa is ac ion (co a elo e al., 2021). cus ome s ha e no conside ed con enience; ime and cos e i-
ciency can inc ease hei sa is ac ion in shopping a e aile s ha implemen an omnichannel s a -
egy. he con adic o y indings could be ela ed o he demog aphic p o ile o esponden s. Mos
esponden s only isi physical s o es 1–2 imes and online s o es, and physical s o es a e a o i e
channels o ind and buy p oduc s. his can a ec hei assessmen in assessing shopping alue and
sa is ac ion.
6. Manage ial implica ion
his s udy p esen s se e al manage ial implica ions. Fi s , he hypo hesis es ing esul s e eal ha chan-
nel in eg a ion imp o e he cus ome sa is ac ion and shopping alue. he e o e, he managemen mus
conce n in cus ome sa is ac ion su ey and iden i y no el mechanism o encou age he cus ome pa -
icipa e in he su ey. in addi ion, exhibi ing egula ocus g oup discussions o iden i ying shopping
alue a e using online and o line channel. second, he insigh om highe o de model analysis show
ha cus ome in indonesia conside in eg a ion o o de ul illmen and cus ome se ice is impo an o
hei shopping jou ney. he managemen mus ensu e he lexibili y in cus ome o de and inqui y o
a e sales suppo when hey adop new online channel, collabo a ing wi h eme ging hi d pa y logis-
ic, o opening new physical s o e. Finally, in eg a ion o ansac ion in o ma ion and in o ma ion access
is essen ial o p e and pos -shopping jou ney. he cus ome can ecall hei his o y o pu chase ansac-
ion when hey wan o epu chase he i em, claim he wa an y, o need assis ance o using he p od-
uc . he e aile ha applies ansac ion in o ma ion and in o ma ion access in eg a ion will no equi e
he cus ome o keep he ansac ion eceip . Mo eo e , hey can access all he in o ma ion h ough he
physical s o e sys em o mobile applica ion.
cOgen BUsiness & ManageMen 15
7. Conclusion
in summa y, he indings showed ha a well-in eg a ed omnichannel e ail en i onmen o o de ul ill-
men , ansac ion in o ma ion, cus ome se ice, and in o ma ion access will inc ease he cus ome sa is-
ac ion and shopping alue. he cus ome will dissa is y when he in o ma ion sca e ed and di e en
ac oss he channel. Fu he mo e, cus ome sa is ac ion and shopping alue will inc ease he in en ion o
e isi .
he e a e se e al limi a ions in his esea ch and he esea che s also p esen he u u e di ec ion. Fi s ,
ou esea ch did no conside he cha ac e is ics o p oduc displayed on online and o line channels. he
shopping jou ney in omnichannel may be di e en based on he cha ac e is ics o he p oduc . in he
u u e, i is impo an o in es iga e he omnichannel cus ome by accommoda ing he p oduc ype.
second, he cu en s udy examined only use s in ace ha dwa e s o e om indonesia. o imp o e he
gene aliza ion o he indings, u u e s udies should in es iga e he cus ome om se e al e aile s ha
implemen omnichannel s a egies in indonesia. hi d, he esea che s employ con enience sampling in
cu en esea ch due o cOViD-19 pandemic. he sampling selec ion has limi a ions o gene aliza ion o
indings. he e o e, he u u e esea ch should apply p obabili y sampling o inding gene aliza ion. Fo h,
pe cei ed alue used in his esea ch ocus on u ili a ian alue. since he pe cei ed alue is complex in
consume beha iou s. he u u e esea ch should apply schwa z heo y o basic alue o be e unde -
s anding o shopping alue. las ly, he esea che s ea he dimensions o omnichannel in eg a ion as one
cons uc may no be able o speci ically explain he e ec size o each dimension on shopping alue and
cus ome sa is ac ion. he u u e esea ch should ea he dimensions o omnichannel as i e cons uc s.
Au ho con ibu ions
concep ualiza ion, a.M.s., D.M., and g. .h.; me hodology, a.M.s., n.s.P., and g. .h.; so wa e, a.M.s. and D.M.; alida-
ion, a.M.s., P.U., and n.s.P.; o mal analysis, a.M.s. and D.M.; in es iga ion, D.M., g. .h., and n.s.P.; esou ces, a.M.s.,
D.M., and n.s.P.; da a cu a ion, D.M., n.s.P., and a.M.s.; w i ing—o iginal d a p epa a ion, D.M., g. .h., and n.s.P.;
w i ing— e iew and edi ing, a.M.s. and P.U.; isualiza ion, D.M., g. .h., and n.s.P.; supe ision, a.M.s. and P.U.; p ojec
adminis a ion, D.M., g. .h., and n.s.P.; unding acquisi ion, n/a. all au ho s ha e ead and ag eed o he published
e sion o he manusc ip .
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Funding
no unding was ecei ed.
Abou he au ho s
A a Mo o Sundjaja is an associa e p o esso o Managemen in o ma ion sys em a Bina nusan a a
Uni e si y. his esea ch in e es a e echnology adop ion, consume beha iou , and is s a egic
managemen .
P io U omo is an associa e p o esso o echnology Managemen a Uni e si as Mul imedia
nusan a a. his esea ch in e es a e beha iou al s a egy, echnology adop ion, s a egic managemen .
16 a. M. sUnDJaJa e al.
Da ell Ma hew is a mas e s uden o Binus Business school Mas e P og am, Bina nusan a a Uni e si y.
Ga y Re e io Hellian o is a mas e s uden o Binus Business school Mas e P og am, Bina nusan a a Uni e si y.
Niko Su an o Pu a is a mas e s uden o Binus Business school Mas e P og am, Bina nusan a a Uni e si y.
ORCID
a a Mo o sundjaja h p://o cid.o g/0000-0002-9383-1246
P io U omo h p://o cid.o g/0000-0001-8725-2275
Da a a ailabili y s a emen
Da a a ailable on eques om he au ho s.
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