Consumer Behavior in Omnichannel Retail
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Sep 14, 2023
Keywords:
Consumer behaviour, Offline retail, Omnichannel retail, Online retail
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Abstract
Retail industry has undergone significant changes in the digital era, with companies offering multiple channels for shoppers to purchase goods. As a result, consumers now have more options to make shopping decisions. This study aims to examine how consumers behave when buying goods from a retail store that has multiple channels. The research method used was qualitative, and the sample size consisted of 11 fashion product consumers. The results showed that most of the respondents preferred to use online platforms to purchase fashion products. They used these platforms to check for discounts, promotions, and product information. However, they still made purchases offline when attractive offers were available, or to ensure that the product matched their expectations.
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How to Cite
Uswatun Khasanah, A., Karin Rizkiawan, I., Hadi Utomo, F., Yuniarti, U. ., & Sari Dewi, M. . (2023). Consumer Behavior in Omnichannel Retail. International Journal of Management Science and Information Technology, 3(2), 245–249. https://doi.org/10.35870/ijmsit.v3i2.1541
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Yurova, Y., Rippé, C.B., Weisfeld-Spolter, S., Sussan, F. and Arndt A. Not all adaptive selling to omni-consumers is influential: the moderating effect of product type. J Retail Consum Serv. 2017;34:271–7.
Verhoef PC, Kannan PK, Inman JJ. From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. J Retail [Internet]. 2015;91(2):174–81. Available from: http://dx.doi.org/10.1016/j.jretai.2015.02.005
Lu LC, Chang HH, Yu ST. Online shoppers’ perceptions of e-retailers’ ethics, cultural orientation, and loyalty: An exploratory study in Taiwan. Internet Res. 2013;23(1):47–68.
Juaneda-Ayensa E, Mosquera A, Murillo YS. Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Front Psychol. 2016 Jul 28;7(JUL).
Schmitt B. Experiential Marketing. J Mark Manag. 1999;15:53–67.
Fishbein, M., & Ajzen I. Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.; 1975.
Sheppard, B. H., Hartwick, J., & Warshaw PR. The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. J Consum Res. 1988;15(3):325–343.
Lynne Eagle, Stephan Dahl, Susie Hill, Sara Bird, Fiona Spotswood AT. Social Marketing. Pearson; 2013.
Ajzen I. Attitudes, Personality, and Behavior. 2nd ed. New York: Open University Pres; 2005.
Norbert Beck DR. Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. J Retail Consum Serv. 2015;27:170-178,.
Kotler, Philip. Keller KL. Marketing Managemen,. 15th Editi. Pearson Education,Inc; 2016.
Setiadi NJ. Perilaku Konsumen : Konsep dan Implikasi Untuk Strategi dan Penelitian Pemasaran. Jakarta : Kencana; 2003.
Sugiyono. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta; 2014.
Hair, J. et al. Multivariate Data Analysis. Prentical Hall, Upper Saddle River.; 2006.
Hair, J.F., Money, A.H., Samouel, P. and Page M. Research Methods for Business". Educ + Train. 2007;49(4):336-337.
Taylor, S. J., & Bogdan R. Introduction to qualitative research methods: A guidebook and resource. 3rd ed. John Wiley & Sons Inc.; 1998.
Escobar-Rodríguez, T. ., & Carvajal-Trujillo E. Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model. Tour Manag. 2014;43:70–88.
Viswanath Venkatesh JYLT and XX. Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, Vol 36, No 1 (March 2012), pp 157-178. 2012;36(1):157–78.
Rogers EM. DIFFUSION OF INNOVATION. Third Edit. free press; 1982.
Pradita LA, Munari M. … , Perceived Usefulness, Perceived Ease of Use, Dan Subsidy Terhadap Minat Penggunaan Financial Technology Pada E-Commerce. … Ekon Manaj dan Akunt [Internet]. 2021;10(1):9–23. Available from: http://www.journal.stiem.ac.id/index.php/jureq/article/view/721%0Ahttps://www.journal.stiem.ac.id/index.php/jureq/article/download/721/435
Suryani D, Kurniawan A, Umiyati I. IT Self Efficacy, IT Anxiety dan Minat Menggunakan E-money. J Ris Akunt dan Keuang. 2020;8(1):89–108.