Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase

Rémi Mencarelli (1) , Arnaud Riviere (2) , Cindy Lombart (3)

1 Institut d'Administration des Entreprises (IAE) - Savoie Mont-Blanc
2 VALLOREM - Val de Loire Recherche en Management
3 Audencia Recherche

The academic literature generally asserts that omnichannel strategies create value throughout the customer journey based on the principle of synergy between channels. However, such strategies may appear complex to customers, notably when they face myriad e-channels that constitute all means of accessing the offer. Specifically, for digital information products, such as those of the press, digitalized content is now consumed through multiple e-channels. Our study aims to investigate the impact of e-channel combinations on the perceived value of a digital information product during the usage phase. We hypothesize that the similarity between the e-channels used by customers has a negative impact on the perceived value model. To test the research hypotheses, we conducted a longitudinal study of the readers of a digital version of an international newspaper. The results demonstrate that the similarity of echannels impedes value creation. Our findings reintroduce a more ambivalent vision of the omnichannel strategy in a digital environment and provide insights into how managers should support customers by clarifying the usefulness of each e-channel proposed.

Keywords: Omnichannel strategy; e-channel; value; sacrifice; benefit; digital information product

Domains: Business administration

Rémi Mencarelli, Arnaud Riviere, Cindy Lombart. Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase. Journal of Retailing and Consumer Services, 2021, 63, pp.102674. ⟨10.1016/j.jretconser.2021.102674⟩. ⟨hal-03379573⟩