Abstract
The advance of the Internet and new technologies over the last decade has transformed the retailing panorama. More and more channels are emerging, causing consumers to change their habits and shopping behavior. An omnichannel strategy is a form of retailing that, by enabling real interaction, allows customers to shop across channels anywhere and at any time, thereby providing them with a unique, complete, and seamless shopping experience that breaks down the barriers between channels. This paper aims to identify the factors that influence omnichannel consumers' behavior through their acceptance of and intention to use new technologies during the shopping process. To this end, an original model was developed to explain omnichannel shopping behavior based on the variables used in the UTAUT2 model and two additional factors: personal innovativeness and perceived security. The model was tested with a sample of 628 Spanish customers of the store Zara who had used at least two channels during their most recent shopping journey. The results indicate that the key determinants of purchase intention in an omnichannel context are, in order of importance: personal innovativeness, effort expectancy, and performance expectancy. The theoretical and managerial implications are discussed.
Highlights
In recent years, advances in technology have enabled further digitalization in retailing, while posing certain challenges
Today’s increasingly competitive retail world has given rise to a new phenomenon known as omnichannel retailing (e.g., Rigby et al, 2012; Neslin et al, 2014; Beck and Rygl, 2015; Verhoef et al, 2015)
This phenomenon can be defined as the customer management strategy throughout the life cycle of the customer relationship whereby the shopper interacts with the brand through different devices and channels, and, all touchpoints must be integrated to provide a seamless and complete shopping experience, regardless of the channel used
Summary
Advances in technology have enabled further digitalization in retailing, while posing certain challenges. A growing number of customers use multiple channels during their shopping journey. These kinds of shoppers are known as omnishoppers, and they expect a seamless experience across channels (Yurova et al, in press). An omnishopper might research the characteristics of a product using a mobile app, compare prices on several websites from their laptop, and, buy the product at a physical store. This consumer 3.0 uses new technology to search for information, offer opinions, explain experiences, make purchases, and talk to the brand
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