Channel integration services such as click-and-collect provide consumers with a seamless experience across channels. However, research on the effects of simultaneously offered but differently useful offline-to-online (OFF-ON) and online-to-offline (ON-OFF) integration services for consumers is lacking. Managers still find it challenging to decide for those services that increase channel quality and behavioral outcomes. Therefore, this study analyzes ramifications of integration services. The authors apply latent moderated structural equations to analyze mediation paths of most useful OFF-ON and ON-OFF services for consumers to offline and online purchase intentions via perceived quality of offerings in major sales channels. Importantly, they differentiate cross-channel effects and interesting moderators.

Based on data from 722 consumer evaluations of leading omni-channel fashion firms, the results show indirect-only effects. OFF-ON services provide knowledge about and ease of access to both offline and online channels; ON-OFF services show no links to offline channels, i.e., purchase intentions depend on perceived quality of online offerings. Surprisingly, OFF-ON services increase both purchase intentions the most. Additionally, higher levels of consumers' online shopping experience reduce the mediation paths, and higher levels of perceived channel congruence positively and negatively moderate them. Knowing the cross-channel effects of OFF-ON and ON-OFF services that are most important to consumers is essential for decision makers, as they logically matter most to firms in competition.

点击收集等渠道整合服务为消费者提供了跨渠道的无缝体验。但是，缺乏针对消费者同时提供但有用的离线到在线（OFF-ON）和在线到离线（ON-OFF）集成服务的效果的研究。经理们仍然发现，为那些能够提高渠道质量和行为结果的服务做出决定具有挑战性。因此，本研究分析了集成服务的后果。作者运用潜在的适度结构方程式，通过感知主要销售渠道中产品的质量，分析了最有用的OFF-ON和ON-OFF服务对消费者到线下和在线购买意图的中介路径。重要的是，它们区分了跨渠道效应和有趣的主持人。

根据对领先的全渠道时尚公司进行的722次消费者评估得出的数据，结果显示了间接效应。OFF-ON服务可提供有关脱机和在线渠道的知识并易于访问；开-关服务没有显示到离线渠道的链接，即，购买意图取决于在线产品的感知质量。令人惊讶的是，OFF-ON服务最大程度地提高了两种购买意愿。此外，更高级别的消费者的在线购物体验会减少中介路径，而更高级别的感知渠道一致性会积极和消极地调节它们。了解OFF-ON和ON-OFF服务对消费者最重要的跨渠道影响对于决策者至关重要，因为从逻辑上讲，它们对竞争公司至关重要。