The impact of trust on purchase intention through omnichannel retailing
Journal of Advances in Management Research
ISSN: 0972-7981
Article publication date: 17 March 2022
Issue publication date: 25 August 2022
Abstract
Purpose
This study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned behaviour (TPB) model, with additional factors including time-saving and trust as explanatory variables.
Design/methodology/approach
The study drew on a sample of Thai consumers aged 18 and over (n = 408), with data collected through an online survey. Analysis was based on a structural equation modelling (SEM) approach, employing confirmatory factor analysis.
Findings
The analysis showed that attitudes towards omnichannel retailing had the strongest effect on purchase intention, followed by subjective norms, perceived behavioural control and information search. All variables except attitudes to omnichannel retailing had moderate effect sizes. Analysis also showed that attitudes towards omnichannel retailing had a significant (though only moderately strong) effect on consumer trust towards omnichannel retailing. Subjective norms, perceived behavioural control and time-saving also had significant effects on consumer trust, although these effects were all weaker than the effect of attitudes. Finally, time-saving had a significant and strong effect on perceived behavioural control.
Originality/value
These findings show that both personal attitudes towards omnichannel retailing and technology characteristics can influence user acceptance. Its practical implication is that retailers need to consider the psychological needs and attitudes of their customers before implementing omnichannel tools. Theoretically, there is a need for more empirical research into the consumer decision for omnichannel retailing. This is particularly true since omnichannel retailing is a relatively new retail strategy which consumers may not yet fully understand.
Keywords
Citation
Sombultawee, K. and Wattanatorn, W. (2022), "The impact of trust on purchase intention through omnichannel retailing", Journal of Advances in Management Research, Vol. 19 No. 4, pp. 513-532. https://doi.org/10.1108/JAMR-06-2021-0196
Publisher
:Emerald Publishing Limited
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