Brand effects of omnichannel-based pickup service on consumption value and service satisfaction

  • Received August 3, 2021;
    Accepted September 5, 2021;
    Published September 8, 2021
  • Author(s)
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  • Article Info
    Volume 17 2021, Issue #3, pp. 124-134
  • Cited by
    1 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to channel integration due to ICT development. Centered on young people who have recently put importance on in-store experience and direct experience, offline pickup service is reinforced beyond online delivery. This study aims to analyze the effects of a distribution company’s brand factors on customer consumption value and satisfaction targeting the omnichannel-based pickup service. The research model was designed to find out whether brand image, identity, attachment, and trust factors affect consumption satisfaction factors through the intervention of emotional and functional consumption value factors. This study targeted 324 consumers using Korea’s omnichannel-based pickup service and carried out a questionnaire survey. According to the analysis result, the brand image and brand identity had a positive (+) effect on the emotional value and functional value. Brand attachment and brand trust positively affected emotional value but the hypothesis on functional value was rejected. Hence, brand factors were confirmed to work on improving a consumer’s emotional value effectively.

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    • Figure 1. Research model
    • Table 1. Variable definitions and measurement items
    • Table 2. Results of reliability and convergent validity test
    • Table 3. Correlation matrix and AVE
    • Table 4. Analysis results of a structural model
    • Formal Analysis
      Kyoung Hee Lee
    • Funding acquisition
      Kyoung Hee Lee
    • Investigation
      Kyoung Hee Lee
    • Methodology
      Kyoung Hee Lee
    • Resources
      Kyoung Hee Lee
    • Writing – original draft
      Kyoung Hee Lee
    • Conceptualization
      Boyoung Kim
    • Data curation
      Boyoung Kim
    • Project administration
      Boyoung Kim
    • Supervision
      Boyoung Kim
    • Validation
      Boyoung Kim
    • Writing – review & editing
      Boyoung Kim