A Study on the Impact of Shopping Value on Loyalty due to the Activation of Omni-channel Based on Mobile Application by Distribution Companies

As the fourth industrial revolution era developed, the forms of distribution industry and consumers' purchasing decisions changed. With the development of smart phones, consumers are free to search for and purchase information. As a result, the integration of new channels, the Omni-Channel, has been formed We analyzed the quality of the Mobile application(APP) used in distribution company Omni-Channel and the shopping value of the consumers and analyzed the influence of these shopping experiences on the loyalty. There are five variables for this analysis: service quality, information quality, economic value, hedonic value, and loyalty. For the empirical analysis, we surveyed users who had prior knowledge of, or are using or had used Omni-Channel. A total of 203 copies were distributed and used to analyze the 201 questionnaires except 2 copies of unfaithful responses. Statistical analysis was performed using SPSS 24.0 and AMOS 18.0 statistical programs. The results showed that Service quality has a positive effect on Economic value and Hedonic value. Information quality has a positive effect on Hedonic value, but it does not affect Economic value. Finally, Economic value and Hedonic value, which are shopping value, have a positive effect on Loyalty. This study provides the theoretical basis and the empirical basis by examining the effect of the quality of the application (APP) of the Omni-Channel on the shopping value of the consumer and the possibility of the shopping value in the shopping environment leading to the loyalty.