TY - JOUR
T1 - Omnichannel approach
T2 - factors affecting consumer acceptance
AU - Silva, Susana Costa e
AU - Martins, Carla Carvalho
AU - Sousa, João Martins de
N1 - Publisher Copyright:
© Copyright 2019 Taylor & Francis Group, LLC.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - The omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.
AB - The omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.
KW - Omnichannel
KW - Consumer
KW - Intention to use
KW - Brand experience
KW - Satisfaction
UR - http://www.scopus.com/inward/record.url?scp=85081732128&partnerID=8YFLogxK
U2 - 10.1080/1046669X.2019.1647910
DO - 10.1080/1046669X.2019.1647910
M3 - Article
SN - 1046-669X
VL - 25
SP - 73
EP - 84
JO - Journal of Marketing Channels
JF - Journal of Marketing Channels
IS - 1-2
ER -