Balance cues of online-offline channel integration: Considering the moderating role of customer's showrooming motivation

Abstract Although omni-channel retailers have made substantial investments in online-offline channel integration, they face the challenge of how to best present these valuable systems to retain customers. Based on cue congruence theory, this study examined the congruence and incongruence between perceived information integration and fulfillment integration on customer retention, and further considered the moderating role of showrooming motivation. Results showed that incongruence was negatively related to customer retention, whereas congruence had a nonlinear effect. Additionally, an asymmetrical incongruence effect was observed, and showrooming motivation was found to amplify the influence of congruence and incongruence. Theoretical and practical implications are discussed.