Asia Pacific Journal of Information Systems (APJIS)

menu05_sub01_ov.gif

Share this page

Current Issue

Date	March 2017
Vol. No.	Vol. 27 No. 1
DOI	https://doi.org/10.14329/apjis.2017.27.1.18
Page	18~37
Title	The Influences of Mobile Channel Configurations on Channel Integration Quality in Cross-Channel Electronic Commerce
Author	Junghwan Kim, Miri Kim, Seonjin Shin, Jaeki Song
Keyword	Cross-Channel Electronic Commerce, Seamless Customer Experience, Channel Integration Quality, Mobile Channel Configuration
Abstract	Many retailers have extended their extant online channels (i.e., websites) to mobile channels for communicating with and delivering their products or services to customers. However, retailers have trouble delivering a cohesive and seamless customer experience across the Web and mobile channels. To address this challenge, we propose a way for retailers to enrich customers’ seamless experiences across channels by configuring mobile channels (functionality- and interactivity-oriented configurations) along with traditional Web channels. This study theoret-ically contributes a research framework that posits the role of mobile channels as an extension of existing websites. It also provides practical insight for effectively articulating an e-commerce strategy in cross-channel electronic commerce.