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Article
Publication date: 17 March 2022

Kedwadee Sombultawee and Woraphon Wattanatorn

This study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned…

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.

Details

Journal of Advances in Management Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 28 July 2021

Kala Mahadevan and Sujata Joshi

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis…

552

Abstract

Purpose

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis and network visualization exercise.

Design/methodology/approach

This paper employs bibliometric analysis techniques on research literature retrieved from the Scopus and Web of Science databases over the period 2013–2020 and assesses indicators such as research production and citation trends, top contributing authors, countries, journals and organizations through tools offered by the Scopus/Web of Science databases as well as Biblioshiny. A network visualization analysis of patterns such as keyword co-occurrences and co-authorship linkages between contributing countries has been investigated through the use of VOSviewer.

Findings

The bibliometric analysis indicates that research in this field is currently dominated by USA and China with Germany and UK also being key contributors. The analysis has indicated that the field of omnichannel retailing straddles multiple domains such as logistics, distribution, operations and consumer behavior, thereby offering significant future scope for research linking omnichannel retailing with these subject areas.

Originality/value

This study maps the structure of research done in the field of omnichannel retailing and outlines the key contributors in terms of authors, journals and organizations that can serve as an input for future research. The study also identifies possible avenues for future research in the knowledge domain of omnichannel retailing.

Details

Benchmarking: An International Journal, vol. 29 no. 4
Type: Research Article
ISSN: 1463-5771

Keywords

Book part
Publication date: 26 November 2020

Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this…

Abstract

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Article
Publication date: 28 December 2020

Ruchi Mishra

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Abstract

Purpose

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Design/methodology/approach

The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption.

Findings

The integrated ISM–DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline–online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors.

Research limitations/implications

Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing.

Practical implications

Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management.

Originality/value

The integrated approach of ISM-DEMATEL offers a hierarchical model and cause–effect relationship among factors influencing omnichannel retailing adoption.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 26 November 2020

K. Ilgın Çakiroğlu and Özgür Çengel

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new…

Abstract

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Article
Publication date: 23 November 2021

Sita Mishra, Gunjan Malhotra, Vibha Arora and Sandip Mukhopadhyay

This study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness…

Abstract

Purpose

This study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness. Additionally, it also examines the sequential mediating role of consumer empowerment and satisfaction.

Design/methodology/approach

This study uses a survey method to collect data from 336 young Indian consumers, having experienced omnichannel retailing. Data were analyzed using SPSS PROCESS macro to examine both the mediating and moderated relationships.

Findings

The results confirm that a customers' perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction. Additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through the mediating role of consumer empowerment. Nevertheless, it does have a negative impact through the mediating role of consumer satisfaction.

Practical implications

This study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.

Originality/value

To the best of the authors' knowledge, this is among the first studies to highlight the theory of consumer empowerment in the context of omnichannel retailing. Thus, it contributes to the extant literature on omnichannel retailing while investigating the moderating role of consumer service experience consciousness.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 August 2019

Shuiqing Yang, Yusheng Zhou, Jianrong Yao, Yuangao Chen and June Wei

As retailers have increasingly embraced an omnichannel retailing strategy, explaining and predicting the helpfulness of online review should consider both online-based and…

1450

Abstract

Purpose

As retailers have increasingly embraced an omnichannel retailing strategy, explaining and predicting the helpfulness of online review should consider both online-based and offline-based reviews. The paper aims to discuss this issue.

Design/methodology/approach

Based on the signaling theory, this study intends to examine the impacts of review-related and reviewer-related signals on review helpfulness in the context of omnichannel retailing. The proposed research model and corresponding hypotheses were tested by using negative binomial regression.

Findings

The results shown that both review-related (review rating and review sentiment strength) and reviewer-related (reviewer real name and reviewer expertise) signals positively affect review helpfulness. Contrary to the authors’ expectations, review length negatively affects review helpfulness. Specifically, when the review submitted from an omnichannel retailer’s offline channel, the positive impacts of reviewer real name on review helpfulness will be stronger, and the positive impacts of reviewer expertise on review helpfulness will be weaker.

Originality/value

Unlike many previous studies tend to explore the antecedents of review helpfulness in a single-channel setting, the study examined the factors that affect review helpfulness in an omnichannel retailing context.

Details

Industrial Management & Data Systems, vol. 119 no. 8
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 1 February 2022

Syed Mahmudur Rahman, Jamie Carlson and Noman H. Chowdhury

The experience of safety as perceived by customers is a central issue in retailing, and its importance has increased because of the pandemic. Substantial literature exists…

Abstract

Purpose

The experience of safety as perceived by customers is a central issue in retailing, and its importance has increased because of the pandemic. Substantial literature exists addressing different factors related to safety/security experience in different types of retail channels. However, what is missing is a unified framework to guide safe customer experience initiatives across all channels. Therefore, this study aims to investigate the safety elements in omnichannel retailing as perceived by customers and how these safety elements affect customer experience (CX) judgments and consumer behavior in a post-pandemic context.

Design/methodology/approach

A systematic literature review on safety/security studies in a retail context is conducted, followed by a qualitative study driven by a means-end-chain laddering technique collecting data from 62 retail customers in Australia, the USA and UK.

Findings

Fourteen distinct safety elements in omnichannel retailing are identified. Four elements are relevant to the CX at the pre-purchase stage of the customer journey: social inclusiveness, role readiness, employment policy and safety policy enforcement. Six elements are relevant to the during-purchase stage: physical safety, personal hygiene, spatial distancing, fraud prevention, security surveillance and safety signal. The remaining four elements are relevant to the post-purchase stage: delivery safety, safety recall, mental health and data usage.

Originality/value

This study presents a new unified framework addressing safety and security in post-pandemic retail service settings. The SafeCX framework offers researchers and managers a holistic understanding of the distinct safety elements that shape customers’ perceptions across each customer journey stage of the retail CX.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 22 October 2020

Juan Wang, Bowen Zheng and Hefu Liu

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal…

1445

Abstract

Purpose

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.

Design/methodology/approach

A systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.

Findings

The review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.

Originality/value

This study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

Details

Industrial Management & Data Systems, vol. 121 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

Open Access
Article
Publication date: 28 February 2022

Giada Salvietti, Cristina Ziliani, Christoph Teller, Marco Ieva and Silvia Ranfagni

The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.

1592

Abstract

Purpose

The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.

Design/methodology/approach

In order to systematize Omnichannel-centered contributions and identify future research directions for post-Covid-19, this study adopted a mixed-method study, combining a systematic literature review, a bibliometric co-citation analysis and a panel discussion by field experts.

Findings

In Study 1, the authors traced extant literature on Omnichannel back to its theoretical foundations, which led to the identification of four research areas in which the concept of Omnichannel is rooted. Contributions pertaining to the aforesaid research areas were discussed and submitted to a panel of experts (Study 2) after the lockdown periods. The experts gave various insights into both the past and future of Omnichannel research. Finally, a framework synthesizing theoretical foundations of Omnichannel, literature gaps and opportunities for future research is provided.

Originality/value

To our knowledge, this is the first attempt to combine mixed methods study in Omnichannel research and to involve a panel of experts in order to discuss the findings of a literature review and evaluate future research directions. This choice allowed us to investigate both incumbent academic and managerial challenges raised by Omnichannel and to provide guidance for the post-pandemic recovery.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

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