Purpose

Research to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.

Design/methodology/approach

A survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.

Findings

The results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.

Originality/value

This study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.

中文翻译：

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跨渠道一致性是否总能在全渠道零售中创造品牌忠诚度？

目的

迄今为止的研究尚未就全渠道零售中跨渠道一致性的作用达成共识。因此，本研究旨在通过区分一致性的四个维度（即产品、服务、价格和促销一致性）并探讨陈列室和网络陈列动机在这些关系中的调节作用，阐明跨渠道一致性对品牌信任和忠诚度的影响。

设计/方法论/途径

使用调查方法来收集数据。共收到来自多渠道服装品牌客户的550份有效回复。通过采用结构方程模型和层次多元回归分析来检验假设。

发现

结果表明，产品和服务的一致性通过品牌信任对品牌忠诚度产生积极影响，而价格和促销的一致性则不会。此外，陈列室动机负向调节服务、价格和促销一致性对品牌信任的影响，而网络陈列动机则正向调节产品、价格和促销一致性对品牌信任的影响。

原创性/价值

本研究通过考察跨渠道一致性不同维度的影响以及陈列室和网络营销动机的调节作用，以揭示先前研究的矛盾，为全渠道零售文献做出了贡献。它揭示了跨渠道一致性的好处和坏处。它还扩展了全渠道零售中品牌建设和跨渠道行为的知识。