- Apply for Authority
- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Performance Expectancy and Effort Expectancy in Omnichannel Retailing
FORTENBERRY, Sally
- Downloaded
- Viewed
Abstract
Purpose: While previous studies mainly focus on one shopping expectancy in the context of e-commerce or m-commerce, this study examines the relationship between consumers' performance and effort expectancy and their shopping intentions in the omnichannel retail environment in which both online and offline shopping channels are utilized concurrently in a single shopping journey. Research design, data and methodology: This study measured consumers' performance expectancy, effort expectancy, attitudes, and intentions toward an omnichannel shopping service. A survey was developed using an online survey platform and distributed to U.S. consumers for a 3-week period and 470 usable responses were obtained. The Confirmatory Factor Analysis and Structural Equation Modeling were performed to test the reliability and validity of the measurement model and research model portraying the hypothesized relationships among constructs. Results: The results confirm that both performance and effort expectancy from shopping affected consumers' attitudes toward omnichannel shopping. The positive attitudes increased their omnichannel shopping intentions. Conclusions: Retailers should promote omnichannel strategies as effective shopping tools to improve consumers' shopping experiences and outcomes. This study suggests that retailers should implement omnichannel strategies that synchronize the retail channels they offer and promote the strategies as effective means to enhance customers' shopping outcomes and experiences.
- keywords
- Omnichannel Shopping, Performance Expectancy, Effort Expectancy, Consumer Behavior, Retailing
Reference
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Alraja, M. N., Hammami, S., Chikhi, B., & Fekir, S. (2016). The influence of effort and performance expectancy on employees to adopt e-government: Evidence from Oman. International Review of Management and Marketing, 6(4), 930-934.
Al-Shafi, S. & Weerakkody, V. (2010). Factors affecting egovernment adoption in the state of Qatar. European and Mediterranean Conference on Information Systems, 1-23.
Anderson, J., & Gerbing, D. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Avila, B., & Ryu, J. S. (2015). Digital marketing of cotton to Generation Y college students. Journal of Distribution Science, 13(7), 5-10.
Bendoly, E. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.
Briedis, H., Kronschnabl, A., Rodriguez, A., & Ungerman, K.(2020). Adapting to the next normal in retail: The customer experience imperative. McKinsey & Company. Retrieved October 10, 2020 from https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-inretail-the-customer-experience-imperative.
Choi, B.-N., & Yang, H.-C. (2018). A study on revitalization of revenue through difference of consumer perception of characteristics of mobile social commerce. East Asian Journal of Business Management, 8(1), 31-38.
Dwivedi, Y. K., Rana, N. P., Janssen, M., Lal, B., Williams, M. D.,& Clement, M. (2017). An empirical validation of a unified model of electronic government adoption (UMEGA). Government Information Quarterly, 34(2), 211-230.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
Hung, S. Y., Chang, C. M., & Kuo, S. R. (2013). User acceptance of mobile e-government services: An empirical study. Government Information Quarterly, 30(1), 33-44.
Huré, E., Picot-Coupey, K., & Ackermann, C. L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330.
Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7, 1-11.
Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Securityrelated factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460-474.
Kiat, Y. C., Samadi, B., & Hakimian, H. (2017). Consumer behavior towards acceptance of mobile marketing. International Journal of Business and Social Science, 8(4), 92-105.
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed). New York, NY: Guilford Press.
Kwon, W. -S., & Lennon, S. J. (2007). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of Retailing, 85(3), 376-390.
Lazaris, C., & Vrechopoulos, A. (2014). From multichannel to “omnichannel” retailing: Review of the literature and calls for research. 2nd International Conference on Contemporary Marketing Issues. http:// doi.org/10.13140/2.1.1802.4967
Loureiro, S. M. C., Cavallero, L., Miranda, F. J. (2018). Fashion brands on retail websites: Customer performance expectancy and e-word-of-mouth. Journal of Retailing and Consumer Services, 41, 131-141.
Lu, C. -T., Huang, S. -Y., & Lo, P. -Y. (2010). An empirical study of on-line tax filing acceptance model: Integrating TAM and TPB. African Journal of Business Management, 4(5), 800-810.
Matsunaga, M. (2010). How to factor-analyze your data right: Do s, don ts, and how-to s. International Journal of Psychological Research, 3(1), 97-110.
Navavongsathian, A., Vongchavalitkul, B., & Limsarun, T. (2020). Causal factors affecting mobile banking services acceptance by customers in Thailand. Journal of Asian Finance, Economics and Business, 7(11), 421-428.
Park, J., Yang, S., & Lehto, X. (2007). Adoption of mobile technologies for Chinese consumers. Journal of Electronic Commerce Research, 8(3), 196-206.
Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44(3), 336-368.
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5-15.
Pramatari, K., & Theotokis, A. (2009). Consumer acceptance of RFID-enabled services: A model of multiple attitudes, system characteristics and individual traits. SSRN. https://dx.doi.org/10.2139/ssrn.1329907
Pynoo, B., Devolder, P., Tondeur, J., Van Braak, J., Duyck, W., & Duyck, P. (2011). Predicting secondary school teachers'acceptance and use of a digital learning environment: A crosssectional study. Computers in Human Behavior, 27(1), 568–575.
Ryu, J. S. (2019). Consumer characteristics and shopping for fashion in the omni-channel retail environment. Journal of Business, Economics and Environmental Studies, 9(4), 15-22.
Ryu, J. S., & Murdock, K. (2013). Consumer acceptance of mobile marketing communications using the QR code. Journal of Direct, Data and Digital Marketing Practice, 15(2), 111-124.
Saghiri, S. Wilding, E., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for moni-channel. Journal of Business Research, 77, 53-67.
Sands, S., Ferraro, C., & Luxton, S. (2010). Does the online channel pay? A comparison of online versus offline information search on physical store spend. The International Review of Retail, Distribution and Consumer Research, 20(4), 397-410.
Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42-53.
Seock, Y. K., & Norton, M. (2007). Attitude toward internet websites, online information search, and channel choices for purchasing. Journal of Fashion Marketing and Management, 11(4), 571-586.
Shi, S., Wang, Y., Chen, X, & Zhang, Q (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.
Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search. Journal of Retailing, 77(3), 397-416.
Sopadjieva, E., Dholakia, U. M., & Benjamin, B. (2017). A study of 46,000 shoppers shows that omnichannel retailing works.Harvard Business Review. Retrieved April 22, 2018 from https://hbr.org/2017/01/a-study-of-46000-shoppers-showsthat-omnichannel-retailing-works.
Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual Differences, 42(5), 893-898.
Steinfield, C., Bouwman, H., & Adelaar, T. (2002). The dynamics of click-and-mortar electronic commerce: opportunities and management strategies. International Journal of Electronic Commerce, 7(1), 93-119.
Van Baal, S., & Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of Interactive Marketing, 19(2), 75-85.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Verhoef, P., Kannan, P. K., & Inman, J. J. (2015). From multichannel retailing – introduction to the special issue on multichannel retailing. Journal of Retailing, 91(2), 174 – 181.
Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270.
Yim, D.-S., & Han, S.-S. (2016). Omnichannel’s perception effect on omnichannel use and customer-brand relationship. Journal of Distribution Science, 14(7), 83-90.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations