In recent years, delivering a superior seamless experience (SE) for customers has become one of the most crucial aspects of omnichannel marketing for omnichannel retailers. However, research lacks a common understanding of what the SE is and how customers evaluate the SE throughout their omnichannel shopping journeys, and the effects of the SE on important customer behaviors remain unexplored. Drawing on omnichannel customer experience research, following the scale development process, this research conceptualize and develop a scale to measure the SE construct. Building on the customer experience quality framework, this research further examines the effects of customers’ prior SE on repurchase intention, word of mouth (WOM), and customer influence behavior in the omnichannel shopping context. The SE scale is developed and validated by performing 15 semi-structured interviews, 62 open-ended questionnaires, and three online surveys with 884 useable respondents in total. The effects of SE are then validated via partial least squares modeling with 307 useable respondents. The findings confirm that the SE construct is a formative second-order construct composed of six reflective first-order dimensions. Our empirical findings indicate that the overall SE has a direct and significant impact on the foregoing three customer behaviors. Managers can use the SE scale as an effective omnichannel approach to design a seamless shopping journey and maintain long-term relationships with customers.

近年来，为客户提供卓越的无缝体验 (SE) 已成为全渠道零售商全渠道营销最重要的方面之一。然而，研究缺乏对 SE 是什么以及客户如何在他们的全渠道购物过程中评估 SE 的共识，并且 SE 对重要客户行为的影响仍未得到探索。借鉴全渠道客户体验研究，遵循规模发展过程，本研究概念化并开发了衡量 SE 结构的量表。本研究以客户体验质量框架为基础，进一步检验了客户的先验 SE 对全渠道购物环境中的再购买意愿、口碑 (WOM) 和客户影响行为的影响。SE 量表是通过执行 15 次半结构化访谈、62 份开放式问卷和 3 次在线调查开发和验证的，总共有 884 名可用的受访者。然后通过偏最小二乘模型对 307 名可用受访者验证 SE 的影响。研究结果证实，SE 构造是由六个反射一阶维度组成的形成性二阶构造。我们的实证结果表明，整体 SE 对上述三种客户行为有直接且显着的影响。经理可以使用 SE 量表作为一种有效的全渠道方法来设计无缝的购物旅程并与客户保持长期关系。然后通过偏最小二乘模型对 307 名可用受访者验证 SE 的影响。研究结果证实，SE 构造是由六个反射一阶维度组成的形成性二阶构造。我们的实证结果表明，整体 SE 对上述三种客户行为有直接且显着的影响。经理可以使用 SE 量表作为一种有效的全渠道方法来设计无缝的购物旅程并与客户保持长期关系。然后通过偏最小二乘模型对 307 名可用受访者验证 SE 的影响。研究结果证实，SE 构造是由六个反射一阶维度组成的形成性二阶构造。我们的实证结果表明，整体 SE 对上述三种客户行为有直接且显着的影响。经理可以使用 SE 量表作为一种有效的全渠道方法来设计无缝的购物旅程并与客户保持长期关系。