The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-04-04 DOI:10.3390/jtaer19020042

Iulia Diana Nagy, Dan-Cristian Dabija, Romana Emilia Cramarenco, Monica Ioana Burcă-Voicu

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引用次数: 0

Abstract

This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature.

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全方位零售中数字渠道的使用--实证研究

本文旨在强调全渠道消费者对虚拟购物渠道态度的影响因素，为研究全渠道消费者使用技术的文献提供一个新的概念模型。在文献综述的基础上提出了研究假设，并定义了概念模型。通过调查技术对新兴市场进行了定量研究，以验证所研究概念之间的关系。利用 SmartPLS 中的结构方程模型分析了千禧一代和 Z 世代成员的 307 份回复。结果表明，渠道和消费者的特征以及他们的媒体背景都会影响他们获取和使用零售渠道的态度和意愿。为了跟上不断变化的消费者需求，建议企业持续分析目标市场并采取必要的措施。本文扩展了对技术用户行为的研究，加强了基于UTAUT2 模型的文献。

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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来源期刊

Journal of Theoretical and Applied Electronic Commerce Research BUSINESS-

CiteScore

9.50

自引率

3.60%

发文量

期刊介绍： The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.