Analysis of Factors that Influence Purchase Intention on Omni-channel Services

Susanto, Herio; Sucahyo, Yudho Giri; Ruldeviyani, Yova; Gandhi, Arfive

doi:10.1109/icacsis.2018.8618249

Cited by 13 publications

(13 citation statements)

References 16 publications

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“…In fact, the TIME → PBC relationship was the strongest relationship observed within the model. This finding was consistent with previous studies, which have shown that time convenience (including time saving and time shifting) is one of the major advantages of omnichannel shopping (Kazancoglu and Aydin, 2018; Susanto et al. , 2019; Zarei et al.…”

Section: Discussionsupporting

confidence: 93%

“…, 2016; Hahn and Kim, 2009; Hong and Cha, 2013; Kazancoglu and Aydin, 2018; Kim et al. , 2012; Kim, 2012; Susanto et al. , 2019).…”

Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

“…The next set of hypotheses is concerned with the role of attitudes towards omnichannel retailing and their effect on consumer trust. There have been a few exploratory studies that have examined the relationship of trust and attitudes towards shopping (Kazancoglu and Aydin, 2018;Susanto et al, 2019). These studies have suggested that the formation of trust in omnichannel shopping is based on positive attitudes towards it, which are formed over time and with experience.…”

Section: Trust and Behavioural Intentionmentioning

confidence: 99%

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The impact of trust on purchase intention through omnichannel retailing

Sombultawee

Wattanatorn

2022

JAMR

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PurposeThis study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned behaviour (TPB) model, with additional factors including time-saving and trust as explanatory variables.Design/methodology/approachThe study drew on a sample of Thai consumers aged 18 and over (n = 408), with data collected through an online survey. Analysis was based on a structural equation modelling (SEM) approach, employing confirmatory factor analysis.FindingsThe analysis showed that attitudes towards omnichannel retailing had the strongest effect on purchase intention, followed by subjective norms, perceived behavioural control and information search. All variables except attitudes to omnichannel retailing had moderate effect sizes. Analysis also showed that attitudes towards omnichannel retailing had a significant (though only moderately strong) effect on consumer trust towards omnichannel retailing. Subjective norms, perceived behavioural control and time-saving also had significant effects on consumer trust, although these effects were all weaker than the effect of attitudes. Finally, time-saving had a significant and strong effect on perceived behavioural control.Originality/valueThese findings show that both personal attitudes towards omnichannel retailing and technology characteristics can influence user acceptance. Its practical implication is that retailers need to consider the psychological needs and attitudes of their customers before implementing omnichannel tools. Theoretically, there is a need for more empirical research into the consumer decision for omnichannel retailing. This is particularly true since omnichannel retailing is a relatively new retail strategy which consumers may not yet fully understand.

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Section: Discussionsupporting

confidence: 93%

“…, 2016; Hahn and Kim, 2009; Hong and Cha, 2013; Kazancoglu and Aydin, 2018; Kim et al. , 2012; Kim, 2012; Susanto et al. , 2019).…”

Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Section: Trust and Behavioural Intentionmentioning

confidence: 99%

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The impact of trust on purchase intention through omnichannel retailing

Sombultawee

Wattanatorn

2022

JAMR

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“…Furthermore, in a smart servicescape (Sanjit K. Roy et al 2019), experience with technology has a mediating impact on customers' behavioral intentions toward such technologies and their loyalty toward the retailer (Roy et al 2017). The variables that are known from channel choice and technology acceptance studies in an e-commerce context are also shown to affect the purchase intention in omni-channel environments (Juaneda-Ayensa et al 2016; Kazancoglu and Aydin 2018;Susanto et al 2018). Therefore, considering customers' perceptions of individual eTPs in BaM retail and the determinants of customers' behavioral intentions toward eTPs along the BaM customer journey has value.…”

Section: Perception Of Mediummentioning

confidence: 99%

Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

et al. 2020

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E-commerce has embraced the digital transformation and innovated with e-service touchpoints to improve customers’ experiences. Now some traditional, less-digitalized brick and mortar (BaM) retailers are starting to counteract the increasing competition by adopting digital touchpoints. However, the academic literature offers little in terms of what determines customers’ behavioral intentions toward e-service touchpoints. Therefore, drawing from the dominant design theory, this article first conceptually adapts selected dominant touchpoints of leading e-commerce solutions to BaM retail. Then 250 shoppers are surveyed regarding the likeliness that they will use the selected touchpoints, followed by an exploratory factor analysis to determine the touchpoints’ characteristics that lead to the shoppers’ assessments. The results suggest that customers prefer touchpoints that support product search and selection, provide information, and increase shopping efficiency. The likeliness that surveyed shoppers will use the touchpoints was affected by the functionality provided, the content conveyed, and the mediating device. The results provide a foundation for further research on customers’ behavioral intentions toward BaM e-service touchpoints and provide useful information for BaM retailers.

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