Determinants of Omnichannel Shoppers’ Perceived Value and their Shopping Intention

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-03-02 DOI:10.7903/ijecs.2035

T. Alang, Khoa Minh Nguyen

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引用次数: 1

Abstract

This paper aims to understand the determinants of Vietnamese shoppers’ perceived value and their shopping intention towards omnichannel. First, this paper examines factors affecting customers’ perceived value of omnichannel and identifies predictors of these factors. Second, it examines the association between customers’ perceived value and their shopping intention towards omnichannel retailing. In doing so, this study utilizes quantitative research by means of a survey of 225 omnichannel shoppers in the electronics retail industry in Ho Chi Minh City. Exploratory factor analysis, confirmatory factor analysis, and structural equation models are employed to analyze the data. The findings show that compatibility and perceived risk have a significant association with perceived value; that the predictors of perceived risk are consistency, flexibility, and personalization; and that the predictor of compatibility is consistency. In addition, perceived value has a positive association with shopping intention. This paper supports the current knowledge of omnichannel retailing and extends the research framework by providing contextual determinants from Vietnam. Practical implications are provided to practitioners for implementing and maintaining successful omnichannel adoption.

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全渠道购物者感知价值及其购物意向的决定因素

本文旨在了解越南消费者感知价值的决定因素及其对全渠道的购物意愿。首先，本文考察了影响全渠道顾客感知价值的因素，并确定了这些因素的预测因子。其次，它检验了消费者感知价值与他们对全渠道零售的购物意愿之间的关系。为此，本研究采用定量研究的方法，对胡志明市电子零售行业的225名全渠道购物者进行了调查。采用探索性因子分析、验证性因子分析和结构方程模型对数据进行分析。结果表明，兼容性和感知风险与感知价值有显著相关;感知风险的预测因子是一致性、灵活性和个性化;相容性的预测指标是一致性。此外，感知价值与购物意愿呈正相关。本文支持全渠道零售的现有知识，并通过提供越南的上下文决定因素扩展研究框架。为从业者提供了实现和维护成功的全渠道采用的实际含义。

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

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.