Adoption barriers in engaging young consumers in the Omni-channel retailing

Abstract

Purpose

The purpose of the study is twofold. The first objective is to identify adoption barriers (AdoBs) in engaging young consumers in the Omni-channel retailing (OCR). The second objective is to develop interrelationship among identified AdoBs.

Design/methodology/approach

The study used interpretative structural modeling–fuzzy ( Matriced’ Impacts Croisés Multiplication Appliquée a UN Classement) methods on 18 AdoBs identified from the existing literature and validated from 10 experts and 137 young consumers through pairwise comparison using the arithmetic hierarchical process method. The resulting ten barriers were further investigated for identifying the strength of relationships among them.

Findings

The study has identified price inconsistency as the dominant AdoB that restricts young consumers in engaging with OCR. The other critical AdoBs include lack of coordination among the channels, and information sharing and inconsistent price discount are the main barriers that affect all the other barriers among the 10 AdoBs identified in this study. The data also revealed that the young consumers exhibit the research-online purchase-offline effect in the purchase process.

Research limitations/implications

The research study has undertaken ten barriers only. The interrelationship among the barriers may be tested further with advanced techniques. The data have been collected from young consumers of emerging markets only which may be further extended for other markets.

Practical implications

This study helps practitioners and decision-makers understand about AdoBs faced by the young consumers influencing the purchase-intention process. Retailers or marketers are encouraged to focus on price consistency, advanced shared information system, proper coordination and developing trust of consumers in sharing their data to enhance the acceptability of Omni channels. Moreover, the identification of barriers and their strength offer marketers or retailers an opportunity to engage them in an effective manner and thus create value using communication channels.

Social implications

Social benefits of understanding barriers are helpful for transforming the existing retail channel into a fully integrated Omni-channel ecosystem. For this, AdoBs identified and their inter-relationships explored in this study could be used for engaging young consumers in OCR.

Originality/value

To date, the research on Omni-channel barriers in the present context is scant. The research provides insides on identified dimensions on young consumer engagement in OCR.

Citation

Sharma, M., Gupta, M. and Joshi, S. (2020), "Adoption barriers in engaging young consumers in the Omni-channel retailing", Young Consumers, Vol. 21 No. 2, pp. 193-210. https://doi.org/10.1108/YC-02-2019-0953