Omnichannel approach: factors affecting consumer acceptance

Resultado de pesquisarevisão de pares

Resumo

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.
Idioma originalEnglish
Páginas (de-até)73-84
Número de páginas12
RevistaJournal of Marketing Channels
Volume25
Número de emissão1-2
DOIs
Estado da publicaçãoPublicado - 3 abr 2018

Impressão digital

Mergulhe nos tópicos de investigação de “Omnichannel approach: factors affecting consumer acceptance“. Em conjunto formam uma impressão digital única.

Citação