Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior
The advance of the Internet and the emergence of new communication and distribution channels (mobile, social media, chats) and devices (tablets, smartphones, wearables) are changing consumers’ shopping habits and behavior, prompting retailers to develop new strategies. As a result, retailers have go...
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Universidad de La Rioja (España)
2019
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The advance of the Internet and the emergence of new communication and distribution channels (mobile, social media, chats) and devices (tablets, smartphones, wearables) are changing consumers’ shopping habits and behavior, prompting retailers to develop new strategies. As a result, retailers have gone from selling only in the physical store to selling from multiple platforms, giving rise to the new phenomenon of omnichannel retailing. Omnichannel refers to the customer-centric strategy that integrates all available channels to create a seamless shopping experience that increases the convenience for the customer throughout the shopping process. This blurring of the boundaries between the offline and online channels for customers requires retailers to design strategies that optimize the generation of added value by the technological investment. This doctoral thesis thus sought to analyze how technology influences consumers’ purchasing behavior in an omnichannel environment.
To achieve this objective, four studies were carried out. For the first three, the sample consisted of 628 Spanish customers of the store Zara who had used at least two of the store’s channels in their most recent customer journey. In the fourth, the sample consisted of 1,043 Spanish customers who had used their smartphones in-store.
In the first study, a UTAUT2-based model is developed to identify the main factors influencing the acceptance and use of omnichannel retailing by consumers. The results of the structural equation modelling show that personal innovativeness, effort expectancy with regard to the use of different communication channels throughout the customer journey, and performance expectancy are the main factors influencing purchase intention in an omnichannel clothing store.
The second study identifies omnichannel customer profiles by means of cluster analysis, focusing on hedonic motivations, utilitarian motivations, and the social norm. Based on the results, three omnichannel customer profiles are identified: reluctant omnishoppers, indifferent omnishoppers, and omnichannel enthusiasts. Their respective characteristics are described.
The third study looks at the influence of the integration of new technologies on customers’ purchase intention in physical stores, examining which are the most interesting technologies for the customer and analyzing them from a gender perspective. The results show that in-store technology, fitting-room technology, and the in-store use of customers’ own smartphones all positively affect purchase intention in an omnichannel store. Moreover, no significant differences were found in purchase intention between men and women.
The fourth study identifies the key factors influencing customers’ intention to use their smartphone in-store and their actual behavior. The sample is subdivided by age, differentiating between millennial and non-millennial consumers to determine whether there are statistically significant differences in their behavior. The results of the structural models show that habit, performance expectancy, and hedonic motivations are the variables that most influence the intention to use one’s smartphone in-store for both groups. The only statistically significant differences found between millennials and nonmillennials had to do with the effect of the intention to use one’s smartphone and habit on the customer’s actual behavior.
The thesis concludes with a discussion of its main contributions, the theoretical and managerial implications, and recommendations for future lines of research. The findings of this research are especially interesting for retailers and could help them adapt their businesses to the demands of today’s new connected consumers. |
| author2 |
Juaneda Ayensa, Emma (null) |
| author_facet |
Juaneda Ayensa, Emma (null) Mosquera de la Fuente, Ana |
| format |
text (thesis) |
| author |
Mosquera de la Fuente, Ana |
| spellingShingle |
Mosquera de la Fuente, Ana Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| author_sort |
Mosquera de la Fuente, Ana |
| title |
Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| title_short |
Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| title_full |
Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| title_fullStr |
Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| title_full_unstemmed |
Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior |
| title_sort |
omnichannel retailing and changing habits in consumer shopping behavior |
| publisher |
Universidad de La Rioja (España) |
| publishDate |
2019 |
| url |
https://dialnet.unirioja.es/servlet/oaites?codigo=232091 |
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AT mosqueradelafuenteana omnichannelretailingandchanginghabitsinconsumershoppingbehavior |
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oai-TES00000229082019-08-31Omnichannel Retailing and Changing Habits in Consumer Shopping BehaviorMosquera de la Fuente, AnaThe advance of the Internet and the emergence of new communication and distribution channels (mobile, social media, chats) and devices (tablets, smartphones, wearables) are changing consumers’ shopping habits and behavior, prompting retailers to develop new strategies. As a result, retailers have gone from selling only in the physical store to selling from multiple platforms, giving rise to the new phenomenon of omnichannel retailing. Omnichannel refers to the customer-centric strategy that integrates all available channels to create a seamless shopping experience that increases the convenience for the customer throughout the shopping process. This blurring of the boundaries between the offline and online channels for customers requires retailers to design strategies that optimize the generation of added value by the technological investment. This doctoral thesis thus sought to analyze how technology influences consumers’ purchasing behavior in an omnichannel environment. To achieve this objective, four studies were carried out. For the first three, the sample consisted of 628 Spanish customers of the store Zara who had used at least two of the store’s channels in their most recent customer journey. In the fourth, the sample consisted of 1,043 Spanish customers who had used their smartphones in-store. In the first study, a UTAUT2-based model is developed to identify the main factors influencing the acceptance and use of omnichannel retailing by consumers. The results of the structural equation modelling show that personal innovativeness, effort expectancy with regard to the use of different communication channels throughout the customer journey, and performance expectancy are the main factors influencing purchase intention in an omnichannel clothing store. The second study identifies omnichannel customer profiles by means of cluster analysis, focusing on hedonic motivations, utilitarian motivations, and the social norm. Based on the results, three omnichannel customer profiles are identified: reluctant omnishoppers, indifferent omnishoppers, and omnichannel enthusiasts. Their respective characteristics are described. The third study looks at the influence of the integration of new technologies on customers’ purchase intention in physical stores, examining which are the most interesting technologies for the customer and analyzing them from a gender perspective. The results show that in-store technology, fitting-room technology, and the in-store use of customers’ own smartphones all positively affect purchase intention in an omnichannel store. Moreover, no significant differences were found in purchase intention between men and women. The fourth study identifies the key factors influencing customers’ intention to use their smartphone in-store and their actual behavior. The sample is subdivided by age, differentiating between millennial and non-millennial consumers to determine whether there are statistically significant differences in their behavior. The results of the structural models show that habit, performance expectancy, and hedonic motivations are the variables that most influence the intention to use one’s smartphone in-store for both groups. The only statistically significant differences found between millennials and nonmillennials had to do with the effect of the intention to use one’s smartphone and habit on the customer’s actual behavior. The thesis concludes with a discussion of its main contributions, the theoretical and managerial implications, and recommendations for future lines of research. The findings of this research are especially interesting for retailers and could help them adapt their businesses to the demands of today’s new connected consumers.El desarrollo de Internet, la incorporación de nuevos canales de comunicación y distribución (canal móvil, redes sociales o chat) y la disponibilidad de nuevos dispositivos (tablets, teléfonos o wearables) están cambiando los hábitos de compra de los consumidores, propiciando que las empresas desarrollen nuevas estrategias para afrontar dichos cambios. Se ha pasado de vender solo en la tienda física a vender desde múltiples plataformas dando lugar al nuevo comercio omnicanal. La omnicanalidad hace referencia a la estrategia centrada en el cliente que integra todos los canales disponibles para crear una experiencia de compra sin fisuras aumentando así la conveniencia para el usuario durante todo el proceso de compra. Esta eliminación de las fronteras entre la tienda física y el entorno online para el cliente exige a los responsables del comercio minorista un diseño adecuado de la estrategia que optimice la generación de valor añadido de la inversión tecnológica. Por ello, el objetivo principal de esta tesis doctoral es analizar cómo influye la tecnología en el comportamiento de compra de los consumidores en un entorno omnicanal. Para lograr este objetivo se han realizado cuatro estudios. En los tres primeros se ha utilizado una muestra de 628 consumidores españoles que han utilizado al menos dos canales durante su último proceso de compra en la tienda Zara. En el último estudio, la muestra consta de 1043 consumidores españoles que han utilizado su smartphone dentro de la tienda física. En la primera investigación se plantea un modelo a partir del modelo UTAUT2 con el fin de identificar los principales factores que influyen en la aceptación y uso del comercio omnicanal por parte de los consumidores. Los resultados de la aplicación de modelos de ecuaciones estructurales muestran que el perfil innovador del cliente, el esfuerzo esperado de poder usar distintos canales de comunicación a lo largo del proceso de compra y las expectativas de rendimiento son los factores que más influyen en la intención de compra en una tienda de moda omnicanal. En la segunda investigación se identifican distintos perfiles de clientes omnicanal a través de un análisis clúster. Para ello, se utilizan como criterios de segmentación sus motivaciones hedónicas, utilitarias y la norma social. De los resultados se desprenden y se caracterizan tres perfiles de clientes omnicanal: los que rechazan, los indiferentes y los entusiastas. En la tercera investigación se analiza la influencia de las nuevas tecnologías integradas dentro de la tienda física en la intención de compra del consumidor, valorando cuáles son las más interesantes para el consumidor y analizando los datos obtenidos desde la perspectiva de género. Los resultados muestran que las tecnologías dentro de la tienda, en general, las instaladas en el probador y el uso del smartphone del cliente dentro de la tienda afectan positivamente a la intención de compra en una tienda omnicanal. Asimismo, no se han encontrado diferencias estadísticamente significativas en la intención de compra entre hombres y mujeres. En la cuarta investigación se identifican los factores clave que influyen en la intención de uso y uso real del smartphone dentro de la tienda física. La muestra se subdivide por edad, diferenciando entre consumidores millennials y no millennials para comprobar si existen diferencias estadísticamente significativas en sus comportamientos. Los resultados de los modelos estructurales ponen de manifiesto que el hábito, las expectativas de rendimiento y las motivaciones hedónicas son las variables que más influyen en la intención de uso del móvil dentro de la tienda física para ambos grupos. Por otra parte, cuando se analiza el efecto de la intención de uso y del hábito en el comportamiento real del consumidor se encuentran diferencias estadísticamente significativas entre millennials y no millennials. La tesis concluye con las principales contribuciones de este trabajo, implicaciones teóricas y prácticas, así como futuras líneas de investigación. Los resultados obtenidos de este trabajo pueden ser especialmente interesantes para el comercio minorista y ayudarle en su proceso de adaptación a las exigentes demandas de estos nuevos consumidores conectados.Universidad de La Rioja (España)Juaneda Ayensa, Emma (null)Sierra Murillo, Yolanda (null)Olarte Pascual, Cristina (null)2019text (thesis)application/pdfhttps://dialnet.unirioja.es/servlet/oaites?codigo=232091spaLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. 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