Omnichannel approach: Factors affecting consumer acceptance

IF 0.7

Journal of Marketing Channels Pub Date : 2018-04-03 DOI:10.1080/1046669X.2019.1647910

S. Silva, C. Martins, João Martins de Sousa

引用次数: 22

Abstract

Abstract The omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.

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全渠道方法：影响消费者接受度的因素

摘要全渠道方式是一种新的商业机会，旨在通过任何接触点为消费者提供独特而令人满意的体验。这项研究旨在了解可能导致消费者接受和使用这种新方法的因素。该概念模型使用从210名葡萄牙参与者收集的主要数据进行了实证检验。报告的结果表明，有用性、易用性和兼容性的感知对品牌体验有积极影响，而品牌体验强烈影响使用的行为意图。此外，使用用户状态作为调节者的调节分析表明，虽然有用性对于唯一解释低频率的使用意图很重要，但易用性只是高频用户使用意图的一个很好的预测因素。这项研究通过揭示这一新现象为学术研究提供了有用的见解，同时也为企业定义其全渠道战略提供了一些启示。

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 Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.