Investigating Dimensionality of Multichannel Retailer's Cross-Channel Integration Practices and Effectiveness: Shopping Orientation and Loyalty Intention

This study assesses the dimensionality of a multichannel retailer's cross-channel integration practices and effectiveness. The study subsequently tests its relationships with shopping orientation and loyalty intention toward the multichannel retailers. Five dimensions of multichannel retailer's practices and effectives are identified. The findings suggest that all but one dimension of the cross-channel integration practices and effectives were positively related with the consumers' utilitarian and hedonic shopping orientation. The results also indicate that three factors—freedom in channel selection, e-mail marketing effectiveness, and appreciation of store-based customer services—were significant predictors of consumers' loyalty intention toward the multichannel retailer.