Customers’ shopping effectiveness is a critical factor in encouraging customers to stay with the firms, the knowledge regarding how to provide shopping effectiveness in an omnichannel retailing environment remains underexplored. Thus, this study draws on Motivation-Opportunity-Ability theory (MOA) and examines MOA factors affecting customers’ perceived shopping effectiveness, which in turn influences customers’ omnichannel usage continuance intention. The expected findings may suggest that the opportunity factor, channel integration quality encompassing channel-service configuration, content consistency, process consistency, and assurance quality, positively influences customers’ percieved shopping effectiveness. Furthermore, the motivation factors such as relative advantage, perceived ease of use, personalized incentives, flow, and enjoyment, have positive effects on customers’ perceived shopping effectiveness. In addition, ability factors encompassing technology readiness and self efficacy are expected to influence perceived shopping effectiveness. As a result, perceived shopping effectiveness positively influences omnichannel usage continuance intention. These findings enhance the literature on the shopping values and channel integration quality in an omnichannel retailing environment. These findings also offer insightful implications for omnichannel retailers in terms of creating and managing customers’ shopping effectivess in the post-COVID period.
Pham, Thi-Hoa, "Understanding perceived shopping effectiveness with omnichannel: A MOA theory perspective" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 52.