Given the growth of e-commerce and the widespread adoption of mobile devices, retailers face the ever-increasing challenge of losing customers due to customers’ in-store mobile usage. Although researchers have suggested methods for retaining these customers, few studies have focused on the role of cross-channel integration. Thus, this research draws on experiential learning theory to reveal customers’ reaction process wherein in-store mobile usage experience can improve customers’ retaining decision by managing their perceptions of cross-channel integration in omni-channel retailing. This research further explores the contingency roles of product information overload and alternative attractiveness in regulating the effect of in-store mobile usage experience. A web-based survey of 241 consumers showed that customers’ perceptions of cross-channel integration fully mediate the effect of in-store mobile usage experience on customer retention, whereas product information overload and alternative attractiveness weaken the effect of in-store mobile usage experience. Theoretical and practical implications are further discussed.

鉴于电子商务的增长和移动设备的广泛采用，零售商面临着越来越大的挑战，即由于客户在店内使用移动设备而流失客户。尽管研究人员提出了保留这些客户的方法，但很少有研究集中在跨渠道集成的作用上。因此，本研究采用体验式学习理论来揭示客户的反应过程，其中店内移动使用体验可以通过管理他们对全渠道零售中跨渠道集成的感知来改善客户的保留决策。这项研究进一步探讨了产品信息过载和替代吸引力在调节店内移动使用体验的效果方面的权变作用。基于网络的241位消费者调查显示，客户对跨渠道集成的看法完全调解了店内移动使用体验对客户保留的影响，而产品信息过载和替代吸引力削弱了店内移动使用体验的影响。理论和实践意义进一步讨论。