Omni-Channel Service Analysis of Purchase Intention

Maria Sugiat - Telkom University, Bandung, Indonesia
Nadia Saabira - Telkom University, Bandung, Indonesia
Deden Witarsyah - Telkom University, Bandung, Indonesia


Citation Format:



DOI: http://dx.doi.org/10.62527/joiv.7.4.2442

Abstract


The COVID-19 pandemic has caused a decline in various aspects of the economy, including the fashion sector. Many fashion retailers have closed, so sales have fallen. However, many retailers can also adapt and change using new communication channels. This change presents new challenges for fashion companies and retailers to integrate channels into omnichannel services. This study aims to analyze the factors influencing customer behavior in omnichannel services through their intention to accept and use new technology in shopping. This study adopts the UTAUT2 model by adding two new variables: personal innovation and perceived security. This model was tested on 353 samples from Uniqlo customers residing in Indonesia. This research method uses a Quantitative PLS-SEM approach. This study tested the outer model, inner model, and hypothesis t-test with a bootstrap procedure using SmartPLS software. The results showed that the performance expectation factor did not affect the omnichannel purchase intention variable because the t-statistic value is less than 1.65. Meanwhile, other factors such as effort expectation, social influences, habits, hedonic motivation, perceived security, and personal innovativeness affect omnichannel purchase intentions because the t-statistic value is more than 1.65. The most positive and significant factor is personal innovativeness. Based on the results of this study, it is revealed that digitalization creates challenges for companies in maintaining digital businesses. Through various omnichannel service channels, this research can identify the factors influencing consumers' purchase intention

Keywords


Omnichannel; omnichannel consumer behavior; webrooming; showrooming; UTAUT2; Purchase Intention

Full Text:

PDF

References


A. Fitri, “Aprindo: Penjualan ritel anjlok, gerai pakaian bahkan turun 80% per April 2020,” Kontan.co.id, 2020. .

D. Mutiah, “Uniqlo Resmi Luncurkan Laman Belanja Online di Indonesia, Apa Kelebihannya?,” Liputan6.com, 2021. .

C. Ermaningtiastuti, "OPINIONMenarik Perhatian Konsumen dengan Omni Experience," Marketeers.com, 2020. .

C. Flavian, R. GURREA, and C. ORÚS, "Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch," J. Consum. Behav., 2016, doi: 10.1002/cb.1585 Choice.

E. C. X. Aw, "Understanding the webrooming phenomenon: Shopping motivation, channel-related benefits and costs," Int. J. Retail Distrib. Manag., vol. 47, no. 10, pp. 1074–1092, 2019, doi: 10.1108/IJRDM-01-2019-0026.

E. Juaneda-Ayensa, A. Mosquera, and Y. S. Murillo, "Omichannel Customer Behavior: Key Drives of Technology Acceptance and Use and Their Effects on Pusrchase Intention," Frontiers in Psychology, vol. 7, no. JUL. 2016, doi: 10.3389/fpsyg.2016.01117.

Rajagopal, Contemporary Marketing Strategy. 2019.

S. Gallino, Operations in an Omnichannel World. Springer Nature Switzerland AG, 2019.

X. L. Shen, Y. J. Li, Y. Sun, and N. Wang, "Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience," Decis. Support Syst., vol. 109, pp. 61–73, 2018, doi: 10.1016/j.dss.2018.01.006.

W. Piotrowicz, Exploring Omnichannel Retailing. Springer Nature Switzerland AG, 2019.

C. Lazaris, A. Vrechopoulos, P. Sarantopoulos, and G. Doukidis, "Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention," J. Retail. Consum. Serv., vol. 64, no. September 2021, p. 102731, 2022, doi: 10.1016/j.jretconser.2021.102731.

S. Goraya, M. Awais, J. Zhu, M. S. Akram, M. A. Shareef, A. Malik, and Z. A. Bhatti, "The impact of channel integration on consumers' channel preferences: Do showrooming and webrooming behaviors matter?," J. Retail. Consum. Serv., no. April, p. 102130, 2020, doi: 10.1016/j.jretconser.2020.102130.

C. Flavián, R. Gurrea, and C. Orús, "Combining channels to make smart purchases: The role of webrooming and showrooming," J. Retail. Consum. Serv., vol. 52, p. 101923, 2020, doi: 10.1016/j.jretconser.2019.101923.

N. Viejo-Fernández, M. J. Sanzo-Pérez, and R. Vázquez-Casielles, "Is showrooming really so terrible? start understanding showroomers," J. Retail. Consum. Serv., vol. 54, no. December 2019, 2020, doi: 10.1016/j.jretconser.2020.102048.

V. Venkatesh, G. Morris, M, G. Davis, and F. Davis, "Unusual formations of superoxo heptaoxomolybdates from peroxo molybdates," MIS Q, vol. 27, no. 3, pp. 425–478, 2003, doi: 10.1016/j.inoche.2016.03.015.

F. K. Marpaung, R. S. Dewi, E. Grace, A. Sudirman, and M. Sugiat, "Behavioral Stimulus for Using Bank Mestika Mobile Banking Services: UTAUT2 Model Perspective," Golden Ratio Mark. Appl. Psychol. Bus., vol. 1, no. 2, pp. 61–72, 2021, doi: 10.52970/grmapb.v1i2.68.

A. Mosquera, J.-A. Emma, C. Olarte-Pascual, and J. Pelegrín-Borondo, "Key factors for in-store smartphone use in an omnichannel experience: Millennials vs. nonmillennials," Complexity, vol. 2018, 2018, doi: 10.1155/2018/1057356.

N. M. H. Nguyen and B. Borusiak, "Using utaut2 model to examine the determinants of omnichannel technology acceptance by consumers," Logforum, vol. 17, no. 2, pp. 231–241, 2021, doi: 10.17270/J.LOG.2021.580.

A. Gunawan, F. Losaura, and N. Ahmad, "Millennial Consumer Segmentation in Omnichannel Implementation of Fashion Retailers in Jakarta Using Utaut 2 Model,"… J. Archaeol. …, vol. 17, no. 7, pp. 2368–2382, 2020.

V. Venkatesh, J. Thong, and X. Xu, "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1," MIS Q. 36, 157–178., vol. 36, no. 1, pp. 157–178, 2012, doi: 10.1109/MWSYM.2015.7167037.

I. Kazancoglu and H. Aydin, "An investigation of consumers' purchase intentions towards omni-channel shopping: A qualitative exploratory study," Int. J. Retail Distrib. Manag., vol. 46, no. 10, pp. 959–976, 2018, doi: 10.1108/IJRDM-04-2018-0074.

A. Herrero-Crespo, N. Viejo-Fernández, J. Collado-Agudo, and M. J. Sanzo Pérez, "Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour," J. Fash. Mark. Manag., 2021, doi: 10.1108/JFMM-05-2020-0091.

S. A. Brown and V. Venkatesh, "Model of adoption of technology in households: A baseline model test and extension incorporating household life cycle," MIS Q. Manag. Inf. Syst., vol. 29, no. 3, pp. 399–426, 2005, doi: 10.2307/25148690.

M. Blázquez, "Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience," Int. J. Electron. Commer., vol. 18, no. 4, pp. 97–116, 2014, doi: 10.2753/JEC1086-4415180404.

H. Susanto, Y. G. Sucahyo, Y. Ruldeviyani, and A. Gandhi, "Analysis of Factors that Influence Purchase Intention on Omni-channel Services," Int. Conf. Adv. Comput. Sci. Inf. Syst., pp. 151–155, 2018.

U. Konuş, P. C. Verhoef, and S. A. Neslin, "Multichannel Shopper Segments and Their Covariates," J. Retail., vol. 84, no. 4, pp. 398–413, 2008, doi: 10.1016/j.jretai.2008.09.002.

Á. Herrero Crespo and I. Rodríguez del Bosque, "The effect of innovativeness on the adoption of B2C e-commerce: A model based on the Theory of Planned Behaviour," Comput. Human Behav., vol. 24, no. 6, pp. 2830–2847, 2008, doi: 10.1016/j.chb.2008.04.008.

H. San Martín and Á. Herrero, "Influence of the user's psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework," Tour. Manag., vol. 33, no. 2, pp. 341–350, 2012, doi: 10.1016/j.tourman.2011.04.003.

D. J. Kim, D. L. Ferrin, and H. R. Rao, "A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents," Decis. Support Syst., vol. 44, no. 2, pp. 544–564, 2008, doi: 10.1016/j.dss.2007.07.001.

M. Frasquet, A. Mollá, and E. Ruiz, "Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping," Electron. Commer. Res. Appl., vol. 14, no. 6, pp. 654–665, 2015, doi: 10.1016/j.elerap.2015.10.002.

Sugiyono, Metode Penelitian Kuantitatif. Bandung: Alfabeta, 2019.

J. F. Hair, Multivariat Data Analysist, 7th Editio. Pearson Prentice Hall, 2014.

I. Ghozali, Structural Equation Modeling Dengan Metode Alternatif Partial Least Squares (PLS), Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro, 2021

Verhoef, Peter & Kannan, P. K. & Inman, J.. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Journal of Retailing. 91. 10.1016/j.jretai.2015.02.005.

Midgley, David & Dowling, Grahame. (1978). Innovativeness: The Concept and Its Measurement. Journal of Consumer Research. 4. 229-42. 10.1086/208701.