Vol. 8 No. 5 (2020): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Articles

FACTORS AFFECTING CONSUMERS' TECHNOLOGY ACCEPTANCE AND USE ON BEHAVIOURAL INTENTION IN OMNICHANNEL RETAILING

Erkan ÖZDEMİR, Prof. Dr.
Prof. Dr., Bursa Uludağ University
Mine SÖNMEZAY, Ph.D. Candidate
PhD. Candidate, Bursa Uludağ University

Published 2020-12-25

Keywords

  • Retailing, Omnichannel, Technology Acceptance Model, UTAUT2, Structural Equation Modelling
  • Perakendecilik, Omnichannel, Teknoloji Kabul Modeli, UTAUT2, Yapısal Eşitlik Modeli (SEM)

How to Cite

ÖZDEMİR, E., & SÖNMEZAY, M. (2020). FACTORS AFFECTING CONSUMERS’ TECHNOLOGY ACCEPTANCE AND USE ON BEHAVIOURAL INTENTION IN OMNICHANNEL RETAILING. Business & Management Studies: An International Journal, 8(5), 3936-3970. https://doi.org/10.15295/bmij.v8i5.1596

Abstract

Technology, which has effects in every field, also affects how businesses reach consumers in the retailing sector and the shopping journey of the consumers. In this sense, a concept that has emerged in recent years is omnichannel retailing. Omnichannel retailing is a channel structure that integrates traditional and digital channels. The acceptance and use of this omnichannel channel structure by consumers are crucial for the omnichannel retailing channel's success. This study aims to reveal the factors affecting consumers' behavioural intention and use behaviour on the omnichannel retailing channel and their effect levels. The research was conducted between 16-31 December 2019 on university students who are known to be tech-savvy. Structural Equation Modeling (SEM) analysis was used to test the research model. As a result of the analysis, it was found that facilitating conditions, hedonic motivation, habit, perceived security, and personal innovativeness factors have a positive effect on consumers' behavioural intention to use omnichannel retailing. Mainly, the effect of consumers' innovativeness and facilitating conditions for using omnichannel retailing on their behavioural intention to use was found to be much higher than other factors. This result shows that business managers who plan to use omnichannel retailing should primarily select innovative consumers in the market as the target market, and provide the facilitating conditions for these consumers to use omnichannel retailing. The results of the research reveal the necessity of researching not only the technical infrastructure but also the characteristics of the target market and the factors that affect the intention to use while transitioning to the omnichannel structure of the retailers.             

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