Key Factors for In‐Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials

Abstract

The in-store use of smartphones is revolutionizing the customer journey and has the potential to become an important driver in the omnichannel context. This paper aims at identifying the key factors that influence customers' intentions to use smartphones instore and their actual behavior and to test the moderating effect of age, differentiating between millennials and nonmillennials, as millennials are considered digital natives and early adopters of new technologies. We applied the UTAUT2 model to a sample of 1043 Spanish customers, tested it using structural equations, and performed a multigroup analysis to compare the results between the two groups. The results show that the model explains both the behavioral intention to use a smartphone in a brickand-mortar store and use behavior. The UTAUT2 predictors found to be most important were habit, performance expectancy, and hedonic motivation. However, the study shows that the only difference between millennials and nonmillennials with regard to the use of smartphones in-store is the effects of behavioral intention and habit on use behavior. The study adds to the existing knowledge by providing evidence in support of the validity of UTAUT2 as an appropriate theoretical basis to explain effectively behavioral intention, specifically the in-store use of smartphones.

Modeling Business Student Satisfaction: Utilitarian Value and Hedonic Value as Drivers of Satisfaction

“…The relationship between hedonic/utilitarian value and satisfaction has been shown to be moderated by a wide range of factors including demographic characteristics (Mosquera, Juaneda-Ayensa, Olarte-Pascual, and Pelegrín-Borondo (2018), product involvement (Lee & Kim, 2018), personality (Moon, 2016), and intensity of game playing (Molinillo, Japutra, and Liébana-Cabanillas (2020). In the current study, we propose a student's year in school may moderate how hedonic and utilitarian values impact student satisfaction.…”

Consumer Experience and Omnichannel Behavior in Various Sales Atmospheres

“…Analyzing which sources of information are used by consumers is vital to companies, as it is these sources which marketing endeavors should target. An example of this is that shoppers increasingly use mobile devices to search for information, so the use of smartphones connected to the internet has great implications for the shopping process in the digital age, especially when such searches on mobile devices are made near or even at the POS ( Mosquera et al, 2018a ).…”

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

“…Studies on the acceptance of retail technologies employ the well-established Technology Acceptance Model (e.g., F. D. Davis 1985Davis , 1989 or the Unified Theory of Acceptance and Use of Technology (Venkatesh et al 2003(Venkatesh et al , 2012. Such studies analyze factors that impact customers' attitude toward (e.g., Müller-Seitz et al 2009;Roy et al 2018), behavioral intention toward (e.g., Chopdar et al 2018;Müller-Seitz et al 2009;Roy et al 2018), intention to use (e.g., Aloysius et al 2018; El Azhari and Bennett 2015), and use behavior (e.g., Chopdar et al 2018; Demoulin and Djelassi 2016) regarding retail technologies like mobile shopping apps (e.g., Chopdar et al 2018;Natarajan et al 2018), location-based retail apps (e.g., Kang et al 2015;Uitz and Koitz 2013), Radio-Frequency Identification (RFID) technologies (e.g., Müller-Seitz et al 2009;Rothensee and Spiekermann 2008), or selfservice technologies (Demoulin and Djelassi 2016;Weijters et al 2007), as well as the in-store use of personal smartphones (e.g., Mosquera et al 2018).…”