Consumer behavior in the omni-channel supply chain under social networking services
| Pages | 1785-1801 |
| DOI | https://doi.org/10.1108/IMDS-03-2019-0111 |
| Published date | 09 September 2019 |
| Date | 09 September 2019 |
| Author | Bo Yan,Yan-Ru Chen,Xiao-Tai Zhou,Jing Fang |
| Subject Matter | Information & knowledge management |
Consumer behavior in the
omni-channel supply chain under
social networking services
Bo Yan
School of Economics and Commerce,
South China University of Technology, Guangzhou, China, and
Yan-Ru Chen, Xiao-Tai Zhou and Jing Fang
South China University of Technology, Guangzhou, China
Abstract
Purpose –The purpose of this paper is to analyze how social networking services (SNSs) affect consumers’
behaviors on the omni-channel supply chain by using a reverse research method.
Design/methodology/approach –Initially, a questionnaire was administered to obtain data on the
relationship between the perception factors of channels and consumer behavior. Subsequently, a structural
equation model was constructed, and consumer behavior were determined in the omni-channel supply chain.
Finally, the importance of various factors that affected consumer behavior in the omni-channel supply chain
under SNSs was determined.
Findings –Conclusions affirm that a positive effect on consumer channel behaviors occurs when buyers
obtain information from social network platforms. However, regardless of online, offline, or mobile terminal,
shortcomings are indicated in consumers’lack of feedback on purchased goods and the bias of feedback.
Originality/value –The study explored ways to effici ently apply SNSs in building the o mni-channel
supply chain. Meanwhil e, corresponding suggestions were pr ovided such that companies will know abou t
consumer needs.
Keywords Internet, Consumer behaviour, Social network services, Omni-channel supply chain,
Reverse research
Paper type Research paper
1. Introduction
The popularization of mobile internet and electronic commerce have changed consumer
behavior. According to Internet Trends 2017 from the Mary Meeker in Code Conference, the
population of global internet users has reached 3.4bn, while internet penetration is
46 percent. Moreover, the time people spent on mobile devices per day has tripled over two
years. According to report of CNNIC in 2019, in China, the population of online shopping
users has reached 610m, with a 14.4 percent year-on-year growth. Meanwhile, 71 percent of
China’s B2C e-commerce gross merchandise value is made through mobile. The number of
monthly active users of Alibaba (online shopping software) has reached over 507m, and
users spend 24 min daily in browsing the site. Today, many companies provide the
omni-channel services to consumers. When consumers browse and buy the products on the
internet, they can choose to wait for the delivery of goods or go to the physical stores for self
pick-up. Also, from the perspective of enterprises, by integrating the entertainment features
and business features, social networking can help maximize the value of interpersonal
relationships. They are dedicated to encouraging consumers to share buying tips with
Industrial Management & Data
Systems
Vol. 119 No. 8, 2019
pp. 1785-1801
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-03-2019-0111
Received 1 March 2019
Revised 18 June 2019
Accepted 26 July 2019
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
This work was supported by National Natural Science Foundation of China (No. 71871098), Humanities
and Social Sciences Research Planning Fund Project of the Ministry of Education (No. 18YJA630127),
Natural Science Foundation of Guangdong Province (No. 2017A030313415), Philosophical and Social
Sciences Planning Project of Guangzhou (No. 2019GZGJ05), and Fundamental Research Funds for the
Central Universities (No. ZDPY201914).
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Omni-channel
supply chain
under SNSs
others to promote adhesiveness of users. However, with the highly fragmented information
in social networking, the quality of information may be reduced, consumers may abandon
shopping carts without useful information.
Meanwhile, with the development of omni-channel supply chain, consumers have unique
consumptionideas and the consumption patternshave changed a lot. With the diversification
and individuation of needs, consumers look forward to having a good shopping experience
brought by the omni-channel supply chain. The omni-channel supply chain covers all links
from product promotion to sales and after-sales and combines various channels to fully meet
consumer needs about shopping and social activities.
Therefore, from the view of consumers, how social networking influences the omni-channel
supply chain is worth studying. This study analyzes consumer channel behavior under the
environment where an social networking services (SNSs) and an omni-channel are combined,
which can help companies construct the omni-channel supply chain and achieve precision
marketing to provide good services and shopping experiences for consumers and to garner
significant market shares. Accordingly, a win–win situation between consumers and companies
can be achieved.
2. Literature review
As e-commerce is growing rapidly, consumer behavior has formed a sharp contrast with
traditional retailing age. Therefore, many scholars are interested in exploring consumer
behavior under e-business environment.
The increasing popularity of mobile channels among consumers has considerable
potential to influence marketing. The adoption of a mobile channel has increased consumer
purchases (Huang et al., 2016). Wang et al. (2015) reported that order rates increase as
consumers adopt mobile shopping; thus, they proposed that consumers utilize mobile
devices given that the technology provides convenient access.
To significantly understand consumer channel choices, researchers should know their
motivation. Keen et al. (2004) corroborated that the consumers will primarily choose the
retail format and price in the decision-making process. Frasquet et al. (2015) affirmed that
the drivers of channel usage depend on the stage of the buying process and the product
category considered. Schröder and Zaharia (2008) identified five shopping motives, which
are “recreational orientation,”“convenience orientation,”“independence orientation,”
“delivery-related risk aversion”and “product- and payment-related risk aversions.”Park
and Lee (2017) validated that a communication strategy affects consumer online purchase
channel choice behaviors. Gao and Su (2017) verified that the “buy online and pick up in
store”affects consumer choices in two ways. First, consumers are provided real-time
information about inventory availability, and, second, the method reduces the hassle cost of
shopping. Polo and Sese (2016) revealed that channel choices for purchases are more inertial
and strongly affected by attitudes (i.e. relationship quality) than for communication.
Herhausen et al. (2015) elucidated that online–offline channel integration directly increases
the perceived service quality of internet stores. When online grocery shopping increases, the
importance of online assortment attractiveness and loyalty also increases in choosing an
online store (Melis et al., 2015). The proposed framework of Neslin et al. (2014) affirmed that
brand and channel choices are closely intertwined.
Consumer relationship management is significant in theory and is practical for
promoting supply chain management advancement. Thomas and Sullivan (2005) used
enterprise-level data to develop an initial marketing communication strategy for retailers.
Ansari et al. (2008) asserted that marketing efforts are associated with channel usage and
purchase incidence, which offsets negative web experience effects. Nakano and Kondo
(2018) provided consumer segmentation by using latent-class cluster analysis and focusing
on purchase channels and media touchpoint. Kim et al. (2017) proved that locational
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