Omni-channel Shopping Research Articles

The Impact of Omnichannel Integration, Perceived Value, and Omnichannel Shopping Habits on Continuance Intention: Focusing on the Means-End Chain Theory

The Impact of Omnichannel Integration, Perceived Value, and Omnichannel Shopping Habits on Continuance Intention: Focusing on the Means-End Chain Theory

The Drivers of Omnichannel Shopping Intention: Assessing the Role of Gender as a Moderator in Apparel Industry

The purpose of this study is to explore the influence of the drivers of omnichannel retailing on omnichannel shopping intention and the role of gender as a moderator in the retailing apparel industry. The findings highlight the significance of customer perception of research shopping (including showrooming and webrooming) behaviors, compatibility, and risk to their intention towards omnichannel shopping, implying a profound understanding of designing an effective omnichannel retailing strategy. This study adopted the quantitative research method approach. The data were collected through a survey method using a close-ended questionnaire. The sample for this study were the individuals who have done shopping in three months period – from the last three months till the time of data collection, physically or virtually. The data were analyzed using Statistical Package for Social Sciences (SPSS) version 23 and Smart PLS. Regression techniques and correlation factor analysis and reliability test were the top priority in data analysis. The study expands the understanding of omnichannel shopping intention and its drivers while assessing gender as a moderator.

Elucidating research trends in omnichannel shopping using a bibliometric and network visualization analysis

ABSTRACT Over the past decade, the rise of omnichannel shopping, driven by evolving consumer shopping behavior and technological advancements in retail, has motivated us to conduct a comprehensive literature review. Using bibliometric tools and techniques, we analyzed 175 articles from reputable journals published between 2013 and 2023, extracted from Scopus and Web of Science (WOS) databases with the assistance of Biblioshiny. Our analysis provided valuable insights into omnichannel shopping research, revealing trends in article production, collaboration networks among countries, citation patterns, and relationships among studies through bibliographic coupling. We also applied Lotka’s Law to identify core authors and Bradford’s Law to find key journals. Our findings offer a comprehensive understanding of major research themes and contributors, serving as a valuable resource for future researchers. For retailers, the study provides practical insights to enhance customer shopping experiences by understanding omnichannel shoppers’ behaviors and expectations, aiming for a seamless and satisfying shopping journey.

Omnichannel shopping habit development

AbstractGiven the growing importance of habit development in omnichannel literature, this study aims to explore the factors contributing to the development of omnichannel shopping habit and the subsequent impact on usage and word‐of‐mouth. Data from 512 omnichannel shoppers via an online survey were analysed using structural equation modelling. Results show that in‐store employee interactions strongly affect cognitive engagement, while digital interactions predominantly influence affective engagement. Affective engagement is key for value consciousness, which, along with affective engagement, drives habit development. Significant moderation impact of income and relationship length also suggest that higher income and longer omnichannel usage foster stronger habit due to value consciousness. Additional analysis reveals a significant moderating influence of habit between value consciousness and its outcomes. This research advances omnichannel retail literature by illustrating how the mode of interaction (digital or in‐store personal) can influence various types of engagement, and how habit works as a mediator and moderator for value consciousness in driving usage and word‐of‐mouth. Retailers can cultivate habitual omnichannel shopping by enhancing positive interactions across channels and monitoring affective engagement and value consciousness.

Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty

In today’s dynamic business landscape, retailers are progressively turning to omnichannel strategies to offer integrated shopping experiences across various touchpoints. This study endeavors to elucidate the determinants driving loyalty among omnichannel consumers. A comprehensive research framework encompassing technological elements, in-store attributes, online reviews, and behavioral variables was formulated. A sample of 252 customers familiar with omnichannel shopping was evaluated. Structural equation modeling was utilized for data analysis. Results indicate that personal interactions and merchandise variety significantly influence crowd perception. Perceived ease of use was found to significantly affect perceived usefulness, attitude, and satisfaction. Furthermore, both crowd perception and attitudes toward online reviews markedly influence the overall attitude toward omnichannel. The data underscores the pivotal role of attitude in enhancing satisfaction and fostering loyalty among consumers. In conclusion, this research not only sheds light on the intricate dynamics of omnichannel customer loyalty but also offers valuable insights for both academia and industry, underscoring the importance of integrated multi-channel strategies in contemporary retailing.

Stimulus Organism Response Perspective on Understanding Gen Z's Loyalty in Shopping on the TikTok Shop

This study aims to identify and analyze the direct effect of integration channels on customer affective and cognitive experiences and customer loyalty, as well as an indirect relationship where affective and cognitive experiences mediate between integration channels and customer loyalty Gen Z. This research is quantitative. The population used was Generation Z in Medan City with a sample size of 253 respondents. Sampling was carried out using a non-probability sampling approach using purposive sampling. The results of this study are product integration and price and transactions have a significant effect on customer experience both affectively and cognitively. Integration of promotions and access to information does not significantly affect the customer's experience effectively and cognitively. Customer service integration significantly affects cognitive customer experience but does not affect effective customer experience. The integration of customer service fulfillment has a significant effect on the customer's affective experience and does not affect the cognitive customer experience. Meanwhile, affective and cognitive customer experiences significantly affect Gen Z customer loyalty. In an indirect relationship, affective and cognitive customer experiences can mediate between promotion integration and access to information on customer loyalty. Affective experience cannot mediate between customer service integration on Gen Z loyalty while cognitive customer experience can mediate. Cognitive customer experience cannot mediate between integration of order fulfillment and loyalty, while affective experience can mediate. This research contributes to the omnichannel marketing literature by providing new insights into the importance of affective and cognitive customer experiences in omnichannel shopping.

Omnichannel Retailing and Customer Retention: The Mediating Effect of Omnichannel Shopping Experience

Omnichannel Retailing and Customer Retention: The Mediating Effect of Omnichannel Shopping Experience

The mediating role of perceived enjoyment and attitude consistency in omni-channel retailing

PurposeThis study considers perceived enjoyment and attitude consistency as internal states of consumers in an omni-channel environment. This study aims to investigate the mediating role of perceived enjoyment and attitude consistency to reveal how omni-channel environment factors of interaction fluency, convenience, price advantage and personalization contribute to omni-channel shopping intention.Design/methodology/approachConsumers who had shopped at Uniqlo's online and offline stores were surveyed through an online questionnaire, and 566 data were collected for analysis through partial least squares structural equation modeling (PLS-SEM).FindingsThe results find that interaction fluency, price advantage and personalization positively affect perceived enjoyment, interaction fluency and convenience positively affect attitude consistency and perceived enjoyment and attitude consistency in turn facilitate omni-channel shopping intention. The mediating role of perceived enjoyment and attitude consistency was confirmed.Originality/valueThe original finding of this study is that factors such as interaction fluency, convenience, price advantage and personalization in omni-channel retailing require momentary and continuous affective states of consumers to facilitate omni-channel shopping intention, respectively. Therefore, this study considers the necessity of capturing different affective states of consumers in omni-channel shopping.

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

PurposeThis study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.Design/methodology/approachData were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.FindingsThe results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.Research limitations/implicationsFirst, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.Practical implicationsFirst, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.Originality/valueThis study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

Is in-store mobile usage a toxic to customer purchase? A multigroup analysis of customer type

When shopping in an omnichannel brand’s physical store, customers increasingly use their mobile devices to search the brand’s online store and its competitors’ online stores. Such in-store mobile usage (IMU) makes omnichannel brands strive to retain these mobile customers’ purchase decisions. Existing research has presented inconclusive findings regarding IMU and customer purchase, which calls for further studies. In response to the practical and academic call, this study draws upon appraisal theory to reveal how IMU affects customer purchase through the appraisal-emotion-behavior process within the omnichannel brand. This study further explores whether the IMU’s effect differs in terms of customer type. A field survey of 295 omnichannel customers was used to examine the research model. Results showed that perceived preference fit, perceived enjoyment, and perceived inspiration mediate the effect of IMU on customer purchase. Moreover, the positive effect of IMU on perceived preference fit is stronger in the competitive customer type than in the loyal customer type. This study theoretically and practically advances our understanding of customer decision-making in omnichannel shopping.

An investigation on consumers' preferences for parcel deliveries: applying consumer logistics in omni-channel shopping

PurposeOmni-channel shopping affords consumers a variety of delivery options to receive products based on their preferred times and locations. By considering consumers' contributions (physical, social and attentive efforts) in co-creating delivery services, this study investigates their preferences for parcel delivery.Design/methodology/approachA scenario-based questionnaire survey is conducted for data collection in Singapore (n = 483). Furthermore, a multinomial logistic regression is performed to assess consumers' choice mode of delivery among five alternatives, that is attended home delivery, unattended home delivery, automated self-collection locker, attended pickup point and click-and-collect.FindingsCompared to attended home delivery, consumers who choose the alternatives are found to be more willing to contribute physical effort but less interested in responding attentively to informational updates. Efforts required for social interactions discourage consumers from choosing attended deliveries, prompting unattended alternatives (e.g. home delivery and self-collection) as more attractive choices. Additionally, socio-demographic factors and product value also influence consumers' preferences.Originality/valueThis study contributes to the literature by integrating the theoretical concept of consumer logistics into omni-channel studies, providing a new approach to examining consumers' channel behaviour. With detailed profiling that links product value and consumers' socio-demographics to their choice mode of delivery, the authors create practical insight into the optimal design of omni-channel distribution systems that best harness consumers' voluntary contributions.

The impact of e-retail usage on relative retail patronage formation

PurposeDespite retail digitisation and research efforts focussed on online and omnichannel shopping, there is insufficient knowledge regarding retail patronage formation in the grocery category, where in-store sales dominate. This study analyses the retail patronage formation in grocery in-store fill-in shopping.Design/methodology/approachThe authors designed a questionnaire to measure retail patronage behaviour, consumer satisfaction (CS), store attributes evaluation and e-retail usage. Then, the authors analysed the path structure for retail patronage behaviour formation using structural equation modelling. Additionally, they performed a mediation analysis using the bootstrap method and a moderation analysis based on a chi-square difference test.FindingsThis study provides three main findings. First, the authors' model has two ways to increase Share-of-Wallet (SOW). One is to increase Share-of-Visits (SOV) and another is to increase CS amongst non-users of e-retailing. Second, the results of the moderation analysis suggest the influence of customers' use or non-use of e-retailing on SOW formation. Third, service evaluation plays an interesting role in the overall model: the lower the assessment of service, the higher the SOV; the higher the evaluation of service, the greater the CS; the greater the CS, the higher the SOV.Originality/valueThe authors proposed the framework for the relative retail patronage formation in grocery fill-in shopping to examine the relationship between two relative patronage indicators (SOW and SOV) in the path structure and the mediating effect of CS and the moderating effect of e-retailing usage on retail patronage formation.

Understanding Omnichannel Shopping Behaviors: Incorporating Channel Integration into The Theory of Reasoned Action

Young consumers prefer to switch shopping channels freely for optimal shopping results and experiences. To meet these changing needs, retailers have begun implementing an omnichannel retail strategy that integrates their various shopping channels to create a consistent and seamless shopping environment. Thus, this study examines the effect of young consumers' perceptions of the retailer's channel consistency and seamlessness on their attitudes, intentions, and behaviors in the omnichannel retailing context. We incorporated the concept of channel consistency and seamlessness into the Theory of Reasoned Action to address the study objective. A consumer research firm was hired to recruit millennials and Gen Z consumers, and online surveys took place in the U.S. in 2019, and 430 usable surveys were analyzed with SPSS and AMOS. The results confirmed that consumers’ perception of channel seamlessness positively impacted their attitudes toward omnichannel shopping. Furthermore, these attitudes and subjective norms increased their intentions, leading to engagement in omnichannel shopping. The findings suggest that retailers must create smooth and uninterrupted shopping experiences across channels and proactively manage social components to create a customer’s omnichannel shopping experience

Omnichannel Shopping Intention in Indonesian Online-to- Offline Grocery Retailers

Omnichannel Shopping Intention in Indonesian Online-to- Offline Grocery Retailers

Determinants of Omnichannel Shopping Intention for Sporting Goods

Omnichannel retailing is a revolutionary business strategy of recent years which allows customers to engage with retailers using multiple channels and touchpoints to make their shopping experiences better. The main purpose of the current research is to identify the determinants of omnichannel shopping intention for sporting goods. This research applied the UTAUT2 model to study the determinants of omnichannel shopping intention of 406 Indian respondents and tested the relationship using the structural equation model. Responses were collected from December 2021 to January 2022. The empirical result of the research shows the influence of performance expectancy, social influence, effort expectancy, hedonic motivation, habit, and perceived value on omnichannel shopping intention for sporting goods. Among the seven constructs, performance expectancy emerged as the major contributor, followed by hedonic motivation, habit, perceived value, effort expectancy, and social influence of the omnichannel shopping intention. This paper also presented the analysis of the moderating effect of gender and found that performance expectancy, habit, perceived compatibility, and hedonic motivation have significantly different effects on omnichannel shopping intention. These findings provide several important implications for both researchers and sporting goods retailers in developing marketing strategies.

Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention

PurposeThis study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.Design/methodology/approachA survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.FindingsThe results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.Practical implicationsThe findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.Originality/valueThis study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement

PurposeThis study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement.Design/methodology/approachStructural equation modeling was used to analyze the research model with data on 382 omnichannel consumers.FindingsThree perceived utilitarian value dimensions – quality, monetary savings and convenience – positively influence consumers’ omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers’ omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement.Research limitations/implicationsThis study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers’ omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services.Practical implicationsOmnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value.Originality/valueThis study adds to the literature on omnichannel selection by investigating consumers’ continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.

Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management.

Shoppers’ logistics activities in omni-channel retailing: A conceptualisation and an exploration on perceptual differences in effort valuation

The omni-channel shopping system reshapes transport-, mobility- and logistics-related paradigms which create channels for shoppers' participation. By ‘insourcing’ and ‘outsourcing’ logistics activities from/to logistics service providers, shoppers are now becoming ‘smart shoppers’ or even ‘extended employees’ in the omni-channel system. Against this background, this study aims to establish a comprehensive framework of shoppers' logistics activities in omni-channel shopping, focusing on the dimensional structure and perceptual differences in shoppers' effort valuations. To achieve the research aim, an exploratory factor analysis is employed to examine the dimensional structure of shoppers' logistics activities. Subsequently, a scenario-based experiment is designed to explore the impacts of product characteristics on shoppers' effort valuations. A survey instrument is used for data collection. The findings reveal four dimensions of shoppers' logistics activities, which are labelled as information gathering, integrated shopping experience, intellectual activities for delivery, and physical activities for delivery. Value, nature and functionality of the product are found to influence shoppers' effort valuations to different degrees. To conclude the research, seven propositions and a summary schema are provided. This study contributes to the literature by revisiting the concept of consumer logistics where we argue for its emerging relevance/importance in omni-channel retailing. Our contribution also lies in the establishment of the much-needed structure in the research field of shoppers' logistics. Our study also provides practical implications concerning urban freight transportation management by channelling logistics resources of end-consumers into co-creating last-mile logistics.

Seamless experience in the context of omnichannel shopping： scale development and empirical validation

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.