Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations

Mohamed Slim Ben Mimoun, Caroline Lancelot Miltgen and Boulbeba Slama

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: Technology is transforming how retail services are delivered and the experience lived by consumers. Online and offline channels are converging to deliver a seamless omnichannel shopping experience. However, despite retailers’ significant technology investments, shoppers do not always adopt omnichannel usage. Understanding omnichannel retail technology (ORT) usage and how it interacts with shopping orientations is thus an important research challenge.

Keywords: Omnichannel; Omnichannel retail technology; Technology-based service; Shopping orientations; Retail patronage (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004100

DOI: 10.1016/j.jretconser.2021.102844

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