How does channel integration quality enrich customer experiences with omnichannel retailers an examination of mediating and moderating mechanisms

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY ────────────────── NGUYEN LE XUAN DOANH HOW DOES CHANNEL INTEGRATION QUALITY ENRICH CUSTOMER EXPERIENCES WITH OMNICHANNEL RETAILERS? AN EXAMINATION OF MEDIATING AND MODERATING MECHANISMS MASTER BY RESEARCH THESIS Ho Chi Minh City – 2019 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY ────────────────── NGUYEN LE XUAN DOANH HOW DOES CHANNEL INTEGRATION QUALITY ENRICH CUSTOMER EXPERIENCES WITH OMNICHANNEL RETAILERS? AN EXAMINATION OF MEDIATING AND MODERATING MECHANISMS Specialization: Commercial Business Specialization code: 8340121 MASTER BY RESEARCH THESIS SUPERVISOR: Dr LE NHAT HANH Ho Chi Minh City - 2019 DECLARATION I, Nguyen Le Xuan Doanh, declare that the Master by Research thesis entitled “How does channel integration quality enrich customer experiences with omnichannel retailers? An examination of mediating and moderating mechanisms” has been composed solely by myself, with the enduring support, instruction, and insight from my supervisor Dr Le Nhat Hanh Except where states otherwise by reference or acknowledgment, the work presented is entirely my own Signed: Nguyen Le Xuan Doanh Date: ACKNOWLEDGMENTS I owe a debt of gratitude to my supervisor, Dr Le Nhat Hanh, for her enduring support, instruction, and insight She helped direct my interests towards relevant topics and methodological innovations in retailing, and made my experience as a master by research student truly memorable Besides, I am grateful to all of my teachers at School of International Business - Marketing, University of Economics Ho Chi Minh City for their help and support throughout my studies TABLE OF CONTENTS SECOND TITLE PAGE DECLARATION ACKNOWLEDGMENTS TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER 01: INTRODUCTION 1.1 Research background and statement of the problem .1 1.2 Research objectives .4 1.3 Subject and scope of research 1.4 Research method 1.5 Research contribution 1.6 Research structure CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT .8 2.1 Omnichannel retailers 2.2 Channel integration quality with omnichannel retailers 2.3 Customer experience with omnichannel retailers 11 2.4 Prior relevant studies 14 2.5 Research framework and hypothesis development .21 2.5.1 Stimulus-Organism–Response (SOR) framework 21 2.5.2 The influences of channel integration quality (CIQ) on customer experience 21 2.5.3 The mediating mechanism: CIQ – customer empowerment – the customer experience 24 2.5.4 The moderating effect of internet usage 25 2.5.5 The influence of the customer experience on patronage intention 26 2.6 Summary 29 CHAPTER 03: RESEARCH METHOD 30 3.1 Research process 30 3.2 Measurement scales .32 3.3 Questionnaire design 36 3.4 Sample and data collection 36 3.5 Sample characteristics 38 3.6 Data analysis method 39 3.7 Summary 41 CHAPTER 04: DATA ANALYSIS AND RESULTS 42 4.1 Assessment of measurement model 42 4.2 Test for common method bias .46 4.3 Assessment of structural model 48 4.4 FIMIX analysis for data heterogeneity 52 4.5 Summary 52 CHAPTER 05: DISCUSSION AND CONCLUSION 54 5.1 Discussion of results 54 5.2 Research implications 56 5.3 Limitations and futher research 58 LIST OF PUBLICATIONS REFERENCES APPENDICES LIST OF ABBREVIATIONS SOR: Stimulus-Organism-Response CIQ: Channel integration quality (CSC: Channel-service configuration, BCSC: Breadth of channel-service choice, TCSC: Transparency of channel-service configuration, InI: Integrated interactions, CC: Content consistency, PC: Process consistency) CCI: Cross-channel integration HCM: Ho Chi Minh PLS-SEM: Partial least squares structural equation modeling CMB: Common method bias VIF: Variance inflation factor SRMR: Standardized root mean square residual FIMIX-PLS: Finite mixture PLS HTMT: Heterotrait-Monotrait ratio AVE: Average variance extracted LIST OF TABLES Table 2.1 Definitions and examples of the sub-dimensions of CIQ…………… Table 3.1 Measurement scales…………………………………………………… 33 Table 3.2 Sample demographic characteristics…………………………………….39 Table 4.1 Scale accuracy analysis………………………………………………….44 Table 4.2 Scale accuracy analysis: Discriminant validity assessment…………… 45 Table 4.3 Test for common method bias (CMB)………………………………… 46 Table 4.4 Inner VIF value………………………………………………………….48 Table 4.5 Significance testing results of the structural model path coefficients… 49 Table 4.6 Significance testing results of the total indirect effects…………………50 Table 4.7 FIMIX-PLS results for the relative segment sizes and retention criteria 52 LIST OF FIGURES Figure 2.1 Research model of Lee et al (2019)……………………………………15 Figure 2.2 Research model of Zhang et al (2018)…………………………………16 Figure 2.3 Research model of McLean et al (2018)……………………………….17 Figure 2.4 Research model of Shen et al (2018)………………………………… 19 Figure 2.5 Research model of Li et al (2018)…………………………………… 20 Figure 2.6 Research framework and hypotheses………………………………… 28 Figure 3.1 Research process……………………………………………………….31 Figure 4.1 Research model in Stage I………………………………………………42 Figure 4.2 Research model in Stage II…………………………………………… 43 Figure 4.3 Analysis results…………………………………………………………51 Income Frequency Percent Purchase frequency Valid Percent Cumulative Frequency Percent Valid Percent Percent Valid Percent 2.9 2.9 2.9 77 24.7 24.7 27.6 116 37.2 37.2 64.7 110 35.3 35.3 100.0 Total 312 100.0 100.0 Valid 29 9.3 9.3 9.3 148 47.4 47.4 56.7 100 32.1 32.1 88.8 35 11.2 11.2 100.0 312 100.0 100.0 Total Internet Usage Purchase value Frequency Percent Valid Percent Frequency Cumulative Percent Valid Percent Cumulative Percent Percent Valid Cumulative 129 41.3 41.3 41.3 51 16.3 16.3 16.3 92 29.5 29.5 70.8 131 42.0 42.0 58.3 44 14.1 14.1 84.9 68 21.8 21.8 80.1 47 15.1 15.1 100.0 62 19.9 19.9 100.0 312 100.0 100.0 312 100.0 100.0 Total Valid Total APPENDIX C ASSESSMENT OF MEASUREMENT MODEL (Two-stage approach) Construct Reliability and Validity Stage I Cronbach's Alpha rho_A Composite Reliability Average Variance Extracted (AVE) BCSC 0.837 0.838 0.891 0.672 CC 0.822 0.825 0.883 0.655 Channel-service configuration 0.876 0.882 0.903 0.540 Customer empowerment 0.822 0.824 0.876 0.586 Customer experience 0.944 0.946 0.951 0.601 Integrated interactions 0.870 0.872 0.898 0.524 Internet 1.000 1.000 1.000 1.000 PC 0.815 0.823 0.880 0.648 PE 0.932 0.934 0.943 0.623 Patronage intention 0.896 0.897 0.935 0.828 SE 0.894 0.897 0.934 0.826 Seeking 0.950 0.984 0.958 0.763 TCSC 0.841 0.860 0.894 0.679 Trust 0.829 0.831 0.886 0.661 Stage II Cronbach's Alpha rho_A Composite Reliability Average Variance Extracted (AVE) Channel-service configuration 0.751 0.754 0.889 0.800 Customer empowerment 1.000 1.000 1.000 1.000 Customer experience 0.852 0.852 0.931 0.871 Integrated interactions 0.759 0.773 0.892 0.805 Internet 1.000 1.000 1.000 1.000 Patronage intention 1.000 1.000 1.000 1.000 Seeking 1.000 1.000 1.000 1.000 Trust 1.000 1.000 1.000 1.000 Discriminant Validity Stage I Fornell-Larcker Criterion BCSC CC CSC Cemp Cexp InI IU PC PE PI SE Seek TCSC Trust BCSC 0.820 CC 0.388 0.809 CSC 0.896 0.472 0.735 Cemp 0.448 0.468 0.480 0.765 Cexp 0.455 0.475 0.498 0.649 0.775 InI 0.436 0.893 0.516 0.548 0.594 IU -0.065 -0.080 -0.069 -0.031 -0.037 -0.062 1.000 PC 0.396 0.611 0.454 0.514 0.587 0.902 -0.033 0.805 PE 0.415 0.437 0.462 0.612 0.979 0.548 -0.014 0.542 0.789 PI 0.465 0.351 0.487 0.434 0.702 0.443 -0.075 0.442 0.667 0.910 SE 0.467 0.480 0.490 0.620 0.863 0.597 -0.086 0.588 0.742 0.651 0.909 Seek 0.112 0.238 0.200 0.381 0.312 0.297 -0.042 0.292 0.299 0.148 0.289 0.874 TCSC 0.601 0.454 0.894 0.408 0.432 0.483 -0.058 0.414 0.409 0.403 0.406 0.243 0.824 Trust 0.461 0.454 0.528 0.663 0.600 -0.005 0.611 0.625 0.592 0.632 0.203 0.378 0.431 0.724 0.813 Cross Loadings BCSC CC CSC Cemp Cexp InI IU PC PE PI SE Seek TCSC Trust BCSC_1 0.800 0.225 0.768 0.321 0.311 0.257 -0.097 0.237 0.291 0.365 0.296 0.048 0.581 0.285 BCSC_1 0.800 0.225 0.768 0.321 0.311 0.257 -0.097 0.237 0.291 0.365 0.296 0.048 0.581 0.285 BCSC_2 0.833 0.364 0.712 0.348 0.360 0.389 -0.031 0.335 0.315 0.344 0.401 0.076 0.440 0.396 BCSC_2 0.833 0.364 0.712 0.348 0.360 0.389 -0.031 0.335 0.315 0.344 0.401 0.076 0.440 0.396 BCSC_3 0.843 0.316 0.743 0.377 0.380 0.372 -0.028 0.350 0.348 0.344 0.384 0.153 0.484 0.334 BCSC_3 0.843 0.316 0.743 0.377 0.380 0.372 -0.028 0.350 0.348 0.344 0.384 0.153 0.484 0.334 BCSC_4 0.804 0.374 0.711 0.425 0.448 0.420 -0.056 0.380 0.408 0.476 0.458 0.091 0.460 0.404 BCSC_4 0.804 0.374 0.711 0.425 0.448 0.420 -0.056 0.380 0.408 0.476 0.458 0.091 0.460 0.404 CC_1 0.459 0.810 0.510 0.416 0.449 0.727 -0.054 0.499 0.420 0.416 0.433 0.132 0.452 0.429 CC_1 0.459 0.810 0.510 0.416 0.449 0.727 -0.054 0.499 0.420 0.416 0.433 0.132 0.452 0.429 CC_2 0.330 0.858 0.381 0.374 0.349 0.749 -0.091 0.497 0.312 0.257 0.377 0.178 0.350 0.392 CC_2 0.330 0.858 0.381 0.374 0.349 0.749 -0.091 0.497 0.312 0.257 0.377 0.178 0.350 0.392 CC_3 0.278 0.849 0.348 0.333 0.349 0.732 -0.083 0.479 0.321 0.237 0.355 0.215 0.341 0.333 CC_3 0.278 0.849 0.348 0.333 0.349 0.732 -0.083 0.479 0.321 0.237 0.355 0.215 0.341 0.333 CC_4 0.180 0.711 0.283 0.391 0.390 0.677 -0.027 0.504 0.361 0.222 0.389 0.251 0.323 0.336 CC_4 0.180 0.711 0.283 0.391 0.390 0.677 -0.027 0.504 0.361 0.222 0.389 0.251 0.323 0.336 CE_1 0.400 0.336 0.430 0.715 0.497 0.395 0.011 0.372 0.486 0.353 0.430 0.230 0.368 0.421 CE_2 0.486 0.389 0.444 0.714 0.484 0.407 0.000 0.342 0.442 0.456 0.494 0.156 0.307 0.420 CE_3 0.233 0.294 0.301 0.764 0.422 0.389 -0.067 0.399 0.384 0.176 0.438 0.384 0.303 0.295 CE_4 0.317 0.394 0.365 0.840 0.552 0.464 -0.016 0.436 0.521 0.368 0.527 0.331 0.333 0.467 CE_5 0.254 0.362 0.278 0.785 0.513 0.436 -0.053 0.416 0.490 0.278 0.473 0.373 0.241 0.393 IU -0.065 -0.080 0.069 -0.031 0.037 0.062 1.000 0.033 0.014 0.075 0.086 0.042 -0.058 -0.005 PC_1 0.415 0.501 0.454 0.310 0.372 0.653 0.004 0.673 0.348 0.318 0.358 0.094 0.397 0.443 PC_1 0.415 0.501 0.454 0.310 0.372 0.653 0.004 0.673 0.348 0.318 0.358 0.094 0.397 0.443 PC_2 0.391 0.542 0.416 0.453 0.531 0.782 -0.033 0.856 0.491 0.426 0.531 0.278 0.350 0.576 PC_2 0.391 0.542 0.416 0.453 0.531 0.782 -0.033 0.856 0.491 0.426 0.531 0.278 0.350 0.576 PC_3 0.231 0.466 0.283 0.445 0.481 0.740 -0.051 0.851 0.442 0.326 0.487 0.301 0.273 0.479 PC_3 0.231 0.466 0.283 0.445 0.481 0.740 -0.051 0.851 0.442 0.326 0.487 0.301 0.273 0.479 PC_4 0.245 0.459 0.318 0.436 0.494 0.723 -0.022 0.826 0.454 0.345 0.504 0.250 0.321 0.462 PC_4 0.245 0.459 0.318 0.436 0.494 0.723 -0.022 0.826 0.454 0.345 0.504 0.250 0.321 0.462 PE_1 0.398 0.377 0.464 0.495 0.782 0.469 -0.033 0.462 0.784 0.554 0.624 0.230 0.431 0.479 PE_1 0.398 0.377 0.464 0.495 0.782 0.469 -0.033 0.462 0.784 0.554 0.624 0.230 0.431 0.479 PE_10 0.281 0.330 0.313 0.533 0.838 0.442 -0.067 0.459 0.852 0.583 0.646 0.302 0.276 0.519 PE_10 0.281 0.330 0.313 0.533 0.838 0.442 -0.067 0.459 0.852 0.583 0.646 0.302 0.276 0.519 PE_2 0.368 0.321 0.425 0.476 0.753 0.408 -0.015 0.408 0.764 0.559 0.577 0.197 0.393 0.501 PE_2 0.368 0.321 0.425 0.476 0.753 0.408 -0.015 0.408 0.764 0.559 0.577 0.197 0.393 0.501 PE_3 0.406 0.328 0.437 0.457 0.800 0.414 -0.055 0.413 0.811 0.592 0.617 0.180 0.374 0.527 PE_3 0.406 0.328 0.437 0.457 0.800 0.414 -0.055 0.413 0.811 0.592 0.617 0.180 0.374 0.527 PE_4 0.264 0.308 0.321 0.418 0.651 0.402 -0.025 0.410 0.690 0.387 0.433 0.214 0.310 0.388 PE_4 0.264 0.308 0.321 0.418 0.651 0.402 -0.025 0.410 0.690 0.387 0.433 0.214 0.310 0.388 PE_5 0.327 0.368 0.357 0.503 0.755 0.444 0.026 0.426 0.785 0.477 0.540 0.294 0.310 0.448 PE_5 0.327 0.368 0.357 0.503 0.755 0.444 0.026 0.426 0.785 0.477 0.540 0.294 0.310 0.448 PE_6 0.324 0.358 0.320 0.475 0.732 0.455 0.044 0.456 0.749 0.488 0.553 0.277 0.246 0.502 PE_6 0.324 0.358 0.320 0.475 0.732 0.455 0.044 0.456 0.749 0.488 0.553 0.277 0.246 0.502 PE_7 0.306 0.356 0.323 0.399 0.775 0.429 0.009 0.412 0.787 0.527 0.605 0.190 0.269 0.478 PE_7 0.306 0.356 0.323 0.399 0.775 0.429 0.009 0.412 0.787 0.527 0.605 0.190 0.269 0.478 PE_8 0.299 0.351 0.354 0.542 0.824 0.442 0.002 0.440 0.836 0.530 0.640 0.251 0.332 0.501 PE_8 0.299 0.351 0.354 0.542 0.824 0.442 0.002 0.440 0.836 0.530 0.640 0.251 0.332 0.501 PE_9 0.300 0.353 0.331 0.519 0.800 0.420 0.008 0.398 0.822 0.549 0.598 0.222 0.289 0.576 PE_9 0.300 0.353 0.331 0.519 0.800 0.420 0.008 0.398 0.822 0.549 0.598 0.222 0.289 0.576 PI_1 0.446 0.344 0.472 0.425 0.642 0.421 -0.033 0.410 0.619 0.912 0.576 0.113 0.397 0.573 PI_2 0.431 0.319 0.430 0.386 0.652 0.412 -0.084 0.417 0.613 0.917 0.625 0.147 0.336 0.538 PI_3 0.391 0.293 0.425 0.373 0.620 0.376 -0.090 0.377 0.590 0.901 0.577 0.144 0.367 0.503 SE_1 0.503 0.424 0.502 0.532 0.747 0.508 -0.047 0.486 0.640 0.650 0.870 0.193 0.394 0.580 SE_1 0.503 0.424 0.502 0.532 0.747 0.508 -0.047 0.486 0.640 0.650 0.870 0.193 0.394 0.580 SE_2 0.403 0.420 0.429 0.587 0.792 0.542 -0.101 0.549 0.676 0.582 0.933 0.280 0.361 0.578 SE_2 0.403 0.420 0.429 0.587 0.792 0.542 -0.101 0.549 0.676 0.582 0.933 0.280 0.361 0.578 SE_3 0.375 0.465 0.410 0.572 0.812 0.577 -0.085 0.566 0.707 0.550 0.923 0.311 0.355 0.568 SE_3 0.375 0.465 0.410 0.572 0.812 0.577 -0.085 0.566 0.707 0.550 0.923 0.311 0.355 0.568 TCSC_1 0.534 0.299 0.745 0.265 0.324 0.325 -0.005 0.286 0.313 0.352 0.286 0.079 0.806 0.277 TCSC_1 0.534 0.299 0.745 0.265 0.324 0.325 -0.005 0.286 0.313 0.352 0.286 0.079 0.806 0.277 TCSC_2 0.578 0.405 0.821 0.397 0.381 0.440 -0.054 0.384 0.363 0.349 0.349 0.206 0.893 0.346 TCSC_2 0.578 0.405 0.821 0.397 0.381 0.440 -0.054 0.384 0.363 0.349 0.349 0.206 0.893 0.346 TCSC_3 0.530 0.426 0.788 0.389 0.416 0.458 -0.071 0.396 0.394 0.389 0.389 0.235 0.879 0.369 TCSC_3 0.530 0.426 0.788 0.389 0.416 0.458 -0.071 0.396 0.394 0.389 0.389 0.235 0.879 0.369 TCSC_4 0.297 0.370 0.561 0.282 0.295 0.368 -0.065 0.291 0.264 0.217 0.317 0.315 0.705 0.240 TCSC_4 0.297 0.370 0.561 0.282 0.295 0.368 -0.065 0.291 0.264 0.217 0.317 0.315 0.705 0.240 TRUST_1 0.443 0.335 0.455 0.449 0.551 0.444 0.012 0.460 0.533 0.536 0.489 0.091 0.371 0.778 TRUST_2 0.372 0.362 0.390 0.393 0.535 0.478 0.018 0.493 0.505 0.472 0.509 0.199 0.323 0.836 TRUST_3 0.324 0.410 0.336 0.396 0.548 0.523 0.004 0.525 0.510 0.467 0.539 0.158 0.275 0.838 TRUST_4 0.238 0.399 0.271 0.476 0.515 0.509 -0.055 0.512 0.475 0.436 0.520 0.227 0.244 0.797 VS_1 0.117 0.168 0.163 0.315 0.241 0.203 -0.006 0.196 0.235 0.134 0.209 0.836 0.173 0.177 VS_2 0.086 0.207 0.181 0.332 0.303 0.257 -0.018 0.253 0.287 0.175 0.284 0.908 0.236 0.196 VS_3 0.095 0.207 0.180 0.323 0.252 0.258 -0.031 0.255 0.244 0.116 0.228 0.934 0.225 0.185 VS_4 0.123 0.206 0.192 0.302 0.270 0.250 -0.009 0.241 0.260 0.147 0.245 0.890 0.220 0.165 VS_5 0.136 0.263 0.205 0.416 0.318 0.336 -0.084 0.338 0.295 0.123 0.320 0.881 0.228 0.199 VS_6 0.028 0.220 0.131 0.316 0.247 0.276 -0.105 0.273 0.236 0.065 0.231 0.821 0.205 0.132 VS_7 0.029 0.212 0.122 0.367 0.274 0.276 -0.079 0.279 0.268 0.047 0.241 0.840 0.187 0.163 PC PE Heterotrait-Monotrait ratio (HTMT) BCSC CC CSC Cemp Cexp InI IU PI SE Seek TCSC Trust BCSC CC 0.468 CSC 1.040 0.559 Cemp 0.534 0.567 0.560 Cexp 0.510 0.538 0.545 0.730 InI 0.515 1.064 0.595 0.644 0.649 IU 0.070 0.087 0.074 0.043 0.053 0.068 PC 0.486 0.752 0.543 0.626 0.665 1.067 0.038 PE 0.471 0.502 0.511 0.694 1.048 0.606 0.037 0.622 PI 0.538 0.408 0.546 0.497 0.759 0.498 0.080 0.516 0.728 SE 0.545 0.561 0.558 0.721 0.925 0.673 0.090 0.685 0.810 0.730 VS 0.115 0.276 0.217 0.443 0.327 0.329 0.055 0.334 0.316 0.143 0.308 TCSC 0.700 0.550 1.039 0.486 0.481 0.568 0.064 0.503 0.459 0.457 0.471 0.280 Trust 0.511 0.561 0.524 0.632 0.743 0.704 0.030 0.744 0.707 0.681 0.735 0.228 0.443 Stage II Fornell-Larcker Criterion CSC Cemp Cexp InI IU PI Seek Trust CSC 0.895 Cemp 0.469 1.000 Cexp 0.509 0.656 0.933 InI 0.512 0.547 0.616 0.897 IU -0.069 -0.034 -0.054 -0.060 1.000 PI 0.486 0.421 0.707 0.445 -0.076 1.000 Seek 0.187 0.400 0.315 0.307 -0.057 0.130 1.000 Trust 0.448 0.520 0.672 0.605 -0.006 0.588 0.202 1.000 CSC Cemp Cexp InI IU PI Seek Trust BCSC 0.903 0.435 0.473 0.437 -0.065 0.465 0.100 0.426 CC 0.469 0.463 0.491 0.879 -0.080 0.350 0.244 0.463 Cemp 0.469 1.000 0.656 0.547 -0.034 0.421 0.400 0.520 IU -0.069 -0.034 -0.054 -0.060 1.000 -0.076 -0.057 -0.006 PC 0.452 0.515 0.606 0.915 -0.033 0.441 0.302 0.612 Cross Loadings PE 0.460 0.607 0.932 0.550 -0.014 0.667 0.298 0.623 PI 0.486 0.421 0.707 0.445 -0.076 1.000 0.130 0.588 SE 0.489 0.617 0.934 0.599 -0.086 0.652 0.289 0.633 Seek 0.187 0.400 0.315 0.307 -0.057 0.130 1.000 0.202 TCSC 0.886 0.404 0.437 0.481 -0.058 0.403 0.240 0.374 Trust 0.448 0.520 0.672 0.605 -0.006 0.588 0.202 1.000 Cemp Cexp InI IU PI Seek Trust Heterotrait-Monotrait Ratio (HTMT) CSC CSC Cemp 0.541 Cexp 0.635 0.710 InI 0.681 0.625 0.760 IU 0.079 0.034 0.058 0.072 PI 0.560 0.421 0.765 0.506 0.076 Seek 0.220 0.400 0.341 0.349 0.057 0.130 Trust 0.516 0.520 0.728 0.687 0.006 0.588 0.202 APPENDIX D ASSESSMENT OF STRUCTURAL MODEL Model_Fit Saturated Model Estimated Model SRMR 0.046 0.079 d_ULS 0.139 0.413 d_G 0.164 0.240 Chi-Square 341.624 447.166 NFI 0.785 0.719 R Square R Square Adjusted Customer empowerment 0.347 0.343 Customer experience 0.541 0.535 Patronage intention 0.532 0.527 R Square Construct Crossvalidated Redundancy: SSO SSE Q² (=1-SSE/SSO) Channel-service configuration 624.000 624.000 Customer empowerment 312.000 209.003 0.330 Customer experience 624.000 347.870 0.443 Integrated interactions 624.000 624.000 Internet 312.000 312.000 Patronage intention 312.000 152.155 Seeking 312.000 312.000 Trust 312.000 312.000 0.512 APPENDIX E BOOTSTRAPPING RESULTS FOR HYPOTHESIS TESTING Path Coefficients Mean, STDEV, T-Values, P-Values CSC  Cemp CSC  Cexp Cemp  Cexp Cexp  PI InI  Cemp InI  Cexp Seek PI Trust  PI Original Sample (O) 0.257 0.156 0.413 0.600 0.415 0.310 -0.100 0.205 Sample Mean (M) 0.259 0.157 0.414 0.599 0.415 0.307 -0.100 0.207 Standard Deviation (STDEV) 0.063 0.053 0.048 0.060 0.052 0.049 0.041 0.062 T Statistics P (|O/STDEV|) Values 4.100 2.944 8.561 10.056 8.028 6.266 2.444 3.297 0.000 0.003 0.000 0.000 0.000 0.000 0.015 0.001 Confidence Intervals Bias Corrected Original Sample (O) Sample Mean (M) Bias 2.5% 97.5% CSC  Cemp 0.257 0.259 0.002 0.126 0.370 CSC  Cexp 0.156 0.157 0.001 0.051 0.264 Cemp  Cexp 0.413 0.414 0.000 0.318 0.506 Cexp  PI 0.600 0.599 -0.001 0.491 0.721 InI  Cemp 0.415 0.415 0.000 0.297 0.508 InI  Cexp 0.310 0.307 -0.003 0.215 0.409 Seek PI -0.100 -0.100 0.000 -0.191 -0.029 Trust  PI 0.205 0.207 0.002 0.082 0.321 Total Indirect Effects Mean, STDEV, T-Values, P-Values Original Sample (O) Sample Mean (M) Standard Deviation (STDEV) T Statistics P (|O/STDEV|) Values CSC  Cexp 0.106 0.107 0.028 3.791 0.000 CSC  PI 0.157 0.159 0.038 4.138 0.000 Cemp  PI 0.248 0.248 0.039 6.383 0.000 InI  Cexp 0.172 0.172 0.030 5.629 0.000 InI  PI 0.289 0.287 0.038 7.577 0.000 Confidence Intervals Bias Corrected Original Sample (O) Sample Mean (M) Bias 2.5% 97.5% CSC  Cexp 0.106 0.107 0.001 0.054 0.162 CSC  PI 0.157 0.159 0.001 0.083 0.229 Cemp  PI 0.248 0.248 0.000 0.180 0.330 InI  Cexp 0.172 0.172 0.000 0.120 0.239 InI  PI 0.289 0.287 -0.002 0.220 0.366 APPENDIX F THE RESULTS OF PRE-TEST STEP FOR QUESTIONNAIRE MODIFICATIONS After pre-testing, the questionnaire was then slightly modified to ensure its clarity before finalization and distribution The details were presented below: No of question 24 26 27 28 35 38 40 45 46 48 Original statement Tôi biết dịch vụ sẵn có X kênh trực tuyến cửa hàng Tơi cảm thấy kiểm sốt tình hình Tơi cảm thấy tuyệt ảnh hưởng đến lựa chọn hàng hóa dịch vụ mà X cung cấp cho tơi Khả ảnh hưởng đến hàng hóa dịch vụ mà X cung cấp mang lại lợi ích cho tơi Ảnh hưởng tơi đến hàng hóa dịch vụ mà X cung cấp tăng lên so với trước Tơi khơng cảm thấy phân vân Tơi hồn tồn khơng thất vọng Tơi hồn tồn khơng nghi ngờ Tôi thường xem sản phẩm bày bán dùng thiết bị di động (điện thoại, máy tính bảng…) để tra cứu thơng tin Tơi thường dùng thiết bị di động để tra cứu sản phẩm bày bán cửa hàng Tôi có thói quen dùng thiết bị cơng nghệ cửa hàng Revised statement after pretesting Tôi biết dịch vụ X kênh trực tuyến cửa hàng Tôi cảm thấy kiểm sốt tình hình mua sắm Tơi ảnh hưởng đến nhóm hàng hóa dịch vụ mà X cung cấp cho Khả ảnh hưởng đến hàng hóa dịch vụ mà X cung cấp mang lại lợi ích cho tơi mua sắm Ảnh hưởng đến nhà bán lẻ X tăng lên so với trước Tơi KHƠNG cảm thấy phân vân Tơi KHƠNG cảm thấy thất vọng Tơi KHƠNG cảm thấy nghi ngờ Tơi vừa ngắm sản phẩm bày bán vừa sử dụng thiết bị di động (như điện thoại, máy tính bảng…) Tơi hay dùng thiết bị di động để tìm hiểu sản phẩm bày bán cửa hàng Tôi dùng thiết bị công nghệ cửa hàng ... Xuan Doanh, declare that the Master by Research thesis entitled How does channel integration quality enrich customer experiences with omnichannel retailers? An examination of mediating and moderating. .. REVIEW AND HYPOTHESIS DEVELOPMENT .8 2.1 Omnichannel retailers 2.2 Channel integration quality with omnichannel retailers 2.3 Customer experience with omnichannel retailers. ..MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY ────────────────── NGUYEN LE XUAN DOANH HOW DOES CHANNEL INTEGRATION QUALITY ENRICH CUSTOMER EXPERIENCES WITH OMNICHANNEL RETAILERS?