Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach

Si Shi, Yi Wang, Xuanzhu Chen and Qian Zhang

International Journal of Information Management, 2020, vol. 50, issue C, 325-336

Abstract: Advances in information and communication technologies (ICT) have led to the revolution in retail industry through integrating multiple available channels to enhance seamless customer experience, promoting a shift from multichannel to omnichannel business. This phenomenon has gained increasing attention in both academia and industry due to growing challenges to serve customers effectively. This study adopted a mixed-method approach to firstly conceptualize omnichannel customer experience and develop a survey instrument. Then, this study draws on the innovation diffusion theory to develop a nomological model that posits perceived compatibility and perceived risk as key linking mechanisms between omnichannel experience and omnichannel shopping intention. To achieve our research objective, we collected two data sets including pretest (n = 141) and model test (n = 377). We found that the constructs that represented our omnichannel experience conceptualization were good predictors of perceived compatibility and perceived risk, which further impact customers’ shopping intention. This study provides a rich conceptualization of an instrument for omnichannel customer experience that can serve as a springboard for future research to investigate the antecedents and impacts of omnichannel experience and can be used as a guide to design effective omnichannel retailing strategy.

Keywords: Experience; Omnichannel retailing; Survey instrument development; Innovation diffusion theory; Perceived compatibility; Perceived risk (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0268401219302130
Full text for ScienceDirect subscribers only

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:eee:ininma:v:50:y:2020:i:c:p:325-336

DOI: 10.1016/j.ijinfomgt.2019.09.001

Access Statistics for this article

International Journal of Information Management is currently edited by Yogesh K. Dwivedi

More articles in International Journal of Information Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().