| dc.description.abstract | Omni-channel is a consumer-centric business model that integrates consumer data from multiple channels, and provides cross-channel services. Since retailers can improve cross-channel consumer experience and operational performance through omni-channel integration, omni-channel has gradually attracted attention. According to past studies, the information consistency and service integrity possessed by a high degree of omni-channel integration can reduce consumers’ insecurity when shopping and enhance consumer engagement, but few of them discuss the relationship between the degree of omni-channel integration and consumers’ brand attitudes and the impact of different consumer personality. This research intends to explore whether consumers’ perceived information integration and fulfillment integration when shopping in an omni-channel merchant will affect their brand attitudes, and to observe the impact of consumers’ personal characteristics in the omni-channel consumption environment. We conducted a questionnaire survey on consumers with omni-channel shopping experience, and there were 252 valid samples, which were tested using the PLS-SEM structural equation model. The research results show that consumers’ “perceived information integration” and “perceived fulfillment integration” have positive impact on consumers′ “flow experience” when shopping, and “flow experience” can positively affect consumer’s “brand attitude”, and good “brand attitude” lead to consumers’ good “behavioral intentions”. In addition, we found that the impact of “perceived information integration” is greater than that of “perceived fulfillment integration”, and that “neurotic” personality will enhance the impact of “perceived service integration on perceived risk”. The results of this research reveal the differences in consumers′ perceptions of different forms of omni-channel integration, and show the relationship between the degree of omni-channel integration and consumers’ brand attitudes. It also reveals that personality traits may partially affect their perceptions of omni-channel services. Retailers can make some reference when developing omni-channel related decisions so as to improve the brand attitude and operational performance of merchants. | en_US |