Antecedents and outcome of omnichannel shopping intention: A study in Ho Chi Minh City

Abstract

Omnichannel retailing is becoming increasingly important due to market changes. This approach enhances business performance and creates a solid competitive advantage. To identify factors influencing omnichannel shopping intention and omnichannel shopping behavior, this paper applies the Unified Theory of Acceptance and Use of Technology (UTAUT) combined with the Innovation Diffusion Theory (IDT) and the Theory of Perceived Risk (TPR). The study involved 376 respondents with omnichannel shopping experience, and the samples were surveyed using a convenient method. The PLS-SEM technique was applied for analysis and reporting. Findings of study reveal that personal innovativeness is the most significant factor affecting omnichannel shopping intention. The paper provides additional moderation results of demographic groups on the relationship between omnichannel shopping intention and shopping behavior. Base on the results, the authors propose implications for the theory and management practices.