Analysis of Factors that Influence Purchase Intention on Omni-channel Services

2018 International Conference on Advanced Computer Science and Information Systems (ICACSIS) Pub Date : 2018-10-01 DOI:10.1109/ICACSIS.2018.8618249

H. Susanto, Y. G. Sucahyo, Y. Ruldeviyani, Arfive Gandhi

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引用次数: 10

Abstract

The emergence of online and new digital media such as mobile applications and social media changed the retail business model and its consumers behaviors. These changes bring new challenges for companies and their stores to manage various channels. This phenomenon creates new idea to integrate them into Omni-channel services. It requires the readiness and complex maintenance because each channel has different characteristics. The consumers find difficulties in ensuring their transactions to be accurate and trustable. This study aims to analyze the factors that influence consumers to use Omni-channel services. It adopts the UTAUT2 with two new variables, such as personal innovativeness and perceived security. The quantitative approach is demonstrated using PLS-SEM with 168 respondents. As the results, social influence variable becomes the most influencing factor on purchasing intention in Omni-channel services, followed by performance expectation, and security perception. These factors become priority when a company formulates strategies for its omni-channel.

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全渠道服务购买意愿影响因素分析

移动应用程序和社交媒体等在线和新型数字媒体的出现改变了零售商业模式及其消费者行为。这些变化给企业和门店的渠道管理带来了新的挑战。这种现象产生了将它们集成到全渠道服务中的新想法。由于每个通道具有不同的特性，因此需要做好准备并进行复杂的维护。消费者发现很难确保他们的交易是准确和可信的。本研究旨在分析影响消费者使用全渠道服务的因素。它采用UTAUT2，增加了个人创新和感知安全两个变量。使用PLS-SEM对168名受访者进行了定量分析。结果表明，社会影响变量成为全渠道服务购买意愿的最大影响因素，其次是绩效期望，其次是安全感知。这些因素成为企业制定全渠道战略的首要考虑因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2018 International Conference on Advanced Computer Science and Information Systems (ICACSIS)

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