Abstract
Omni-channel retailing has been an essential issue to enterprises nowadays. This research applies goal theory to Engel-Kollat-Blackwell model in the omni-channel context and adapt the concept of Harris, Riley & Hand (2018) to shopper journey configurations, including search, evaluation, and purchase of decision making process. This study selected iPhone as the product and collected 179 participants of Gen Y and 126 participants of Gen Z to analyze shopper’s journey. The results indicated Gen Y replied on online review after searching and made own judgement, and preferred store purchase. Gen Z either replied on online review or directly made own judgement after searching, and preferred store purchase. Both generations utilized all types of search and referred to online reviews of evaluation process, and purchased at the store. Our findings also benefit to companies’ mange profitable omni-channel strategy.
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