Retail businesses are increasingly merging online and offline channels into integrated omni-channel services. However, without an in-depth understanding of why consumers oscillate between online and offline channels, the future of omni-channel retailing remains uncertain. This paper aims to promote a greater understanding of the demand and supply side factors that contribute to omni-channel use. We developed a research model drawing from UTAUT2 and the security, inconsistency, and service quality attributes of omni-channel contexts. We tested both the direct and moderated effects of the constructs on the intention to use omni-channel shopping services with a sample of 362 Chinese survey participants. The results show that besides UTAUT2 variables, perceived inconsistency, and perceived service quality show significant effects on consumers’ intention to use omni-channel services. Furthermore, our results show that age, gender, and online shopping frequency moderate the relationship between perceived service quality and use intention.
Li, Mingye; Kurnia, Sherah; Liu, Libo; and Molla, Alemayehu, "Explaining Consumers’ Intention to Use Omni-channel Shopping" (2022). ACIS 2022 Proceedings. 12.