Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Hyo Geun Song and Hyeon Jo ()
Additional contact information
Hyo Geun Song: William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89557, USA
Hyeon Jo: Department of Planning, RealSecu, 60 Centum buk-daero, Haeundae-gu, Busan 48059, Republic of Korea

Sustainability, 2023, vol. 15, issue 4, 1-20

Abstract: Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustainability of the economy.

Keywords: omnichannel; continuance intention; relative advantage; technology acceptance model; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/4/3039/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/4/3039/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:4:p:3039-:d:1061002

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().