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AuthorBen Mimoun, Mohamed Slim
AuthorLancelot Miltgen, Caroline
AuthorSlama, Boulbeba
Available date2023-05-09T09:20:12Z
Publication Date2022
Publication NameJournal of Retailing and Consumer Services
ResourceScopus
URIhttp://dx.doi.org/10.1016/j.jretconser.2021.102844
URIhttp://hdl.handle.net/10576/42405
AbstractTechnology is transforming how retail services are delivered and the experience lived by consumers. Online and offline channels are converging to deliver a seamless omnichannel shopping experience. However, despite retailers' significant technology investments, shoppers do not always adopt omnichannel usage. Understanding omnichannel retail technology (ORT) usage and how it interacts with shopping orientations is thus an important research challenge. The model is tested through a field study that targets real users of a 3D virtual reality application. The results first show that omnichannel use positively influences performance and effort expectancy perceptions. Second, the effect of ORT use on decision quality depends on task orientation. Third, task orientation moderates the effect of omnichannel use on performance expectancy. Fourth, recreational orientation positively influences shoppers' perceived experience. Fifth, perceived value is an important predictor of retail patronage intentions. 2021 Elsevier Ltd
Languageen
PublisherElsevier
SubjectOmnichannel
Omnichannel retail technology
Retail patronage
Shopping orientations
Technology-based service
TitleIs the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations
TypeArticle
Volume Number65
dc.accessType Abstract Only


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