Determinants of Omnichannel Shopping Intention for Sporting Goods

Abstract

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.

Omnichannel shopping habit development

“…A strong relationship between habit and the use of omnichannel services is consistent with previous research (e.g., Jayasingh et al, 2022;Sun et al, 2020). In addition, this study finds that habit positively impacts consumers' positive recommendations regarding retailers' omnichannel services, in line with previous research in online shopping by Ngah et al (2022).…”

A Study on Consumer Behavior and its Impact on Brand Perception and Purchase of Red Tape India Products

“…We believe this study has improved our comprehension of the phenomenon of shopper purchases, but there are some constraints that open up possibilities for further investigation. As the purchasing patterns may differ between each category of RedTape products, future research on a single category of these products can be done (Jayasingh et al, 2022). The study can be repeated in the future to better understand shopping intentions using different demographic groups, cross-cultural settings, and different product categories.…”