A study on the factors affecting the user intention of omnichannel shopping based on information technology

초록

Technical advance and its spread brought diversification of distribution channels. It is not unusual that retailers deploy omnichannel shopping environment. Retailing companies are responding to markets with new strategies which are caused by appearance of omnichannel. From this point of view, this study investigated which factors can affect the user intention of omnichannel. We found that sales promotion is the most effective factor when consumers using omnichannel shopping. Also, information from word of mouth has marginal effects on consumers' use intention of omnichannel shopping. However, personalized information from providers does not have a significant effect on both consumers' perceived value and use intention of omnichannel shopping. © 2019 Association for Computing Machinery.

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