Change in technology-enabled omnichannel customer experiences in-store

Alexander, Bethan; Kent, Anthony

doi:10.1016/j.jretconser.2020.102338

Cited by 78 publications

(95 citation statements)

References 82 publications

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“…In this way, apparel retailers must allow the omni-shopper to inspect physically the product and use their senses, interact with other people and receive personalised advice. The inclusion of ICT in-store, such as augmented reality, interactive mirrors, virtual fitting-rooms or i-beacons, can also improve the shopping experience of webroomers (Alexander and Kent, 2020). In addition, and in the aftermath of the COVID-19 pandemic, other technologies that increase consumer safety could also promote differentiation based on the customer's in-store experience.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Herrero

Viejo-Fernández

Agudo

et al. 2021

JFMM

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PurposeThis paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition.Design/methodology/approachThe fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour.FindingsThe results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming.Originality/valueThe authors’ research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour.

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Section: Managerial Implicationsmentioning

confidence: 99%

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Herrero

Viejo-Fernández

Agudo

et al. 2021

JFMM

View full text Add to dashboard Cite

show abstract

“…There are also differences in consumer visibility of omnichannel retailing business models. Some aspects of omnichannel retailing are immediately obvious to customers; for example, omnichannel fashion retailing can include integration of prior online purchase data to provide real-time suggestions for in-store purchasing, fit information and other information (Alexander and Kent, 2020). Other aspects of omnichannel retailing may not be immediately obvious; for example, the offer to email a receipt (rather than provide a paper receipt) is the customer front end of complex omnichannel retail customer profiling and association of offline and online purchase activity (Gao et al, 2021).…”

Section: Impact Of Trust On Purchase Intention 513mentioning

confidence: 99%

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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“…The “technology recompense” indicates that ecological enforcement policies can lead to increased financing in active investigation and growth, as well as a shift in manufacturing techniques, to recover for the harmful impact of “cost of conformance,” resulting in a rise in efficiency (Caro and Sadr 2019 ). According to several academics, ecological legislation, green technical advancement, eco-efficiency, and greenish financial development all take the form of a “U” (Alexander and Kent 2022 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Unleashing the mechanism between small and medium enterprises, and green financing in China: a pathway toward environmental sustainability and green economic recovery

Hou

Zhen

2022

Environ Sci Pollut Res

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In this research, we analyzed green finance, small and medium-sized businesses, and financial literacy in China to boost the green economy. Green finance and financial literacy were examined holistically using a rigorous empirical approach and data envelopment analysis to provide the way to advance green economic recovery in this research. According to empirical evidence, green financing impacts SMEs at 0.31, 0.41, and 2.02 on green economic recovery. China’s green finance and small businesses contribute significantly to the country’s overall green economic revival. A more accurate forecast of green economic recovery was made possible by including other variables such as population expansion, development, and small business development. The analysis used the data envelopment analysis, and the results were solid. Additional hypothetical time-dependent instances demonstrated China’s predicted green financing and small business’s nexus for 2000 to 2020. The proportion of SMEs is decreasing, and as a result, green financing and financial literacy have increased by an average of 12.5% during this time. China’s green financing would fall dramatically if the country’s industrial structure is reduced. According to our findings, financial literacy is positively correlated with green economic recovery, while illiteracy is negatively correlated with growth. Finally, the report provides some ideas for China’s future green economic recovery.

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Change in technology-enabled omnichannel customer experiences in-store

Cited by 78 publications

References 82 publications

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

The impact of trust on purchase intention through omnichannel retailing

Unleashing the mechanism between small and medium enterprises, and green financing in China: a pathway toward environmental sustainability and green economic recovery

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