The driver of purchase intentions in omnichannel retail: Perceived value examination
DOI:
https://doi.org/10.15549/jeecar.v10i4.1360Keywords:
Retail Omnichannel, Purchase Intention, Consumption valuesAbstract
The research aims to develop a theoretical model of consumption value associated with adopting omnichannel service technology, with the empirical context of the household appliance retail sector consisting of functional value, epistemic value, social value, and emotional value influencing purchase intention. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test and analyze the data. The sample consists of 384 responses that can be used from individuals who purchased household appliances in the Omnichannel. The results showed that functional and social values influenced purchasing household appliances, while emotional and epistemic values did not affect purchase intention. Because of that, Omnichannel retail should focus on creating functional value and social value. Despite this, all channels have to work to guarantee a seamless transition between online and offline channels. This study's findings are helpful for businesses in implementing an omnichannel approach.
References
Agustini, K., Ratih Hurriyati, Vanessa Gaffar, Bella Tiana, & Windi Novianti. (2022). The effectiveness of electronic purchase on ordering national health insurance drugs at the West Bandung pharmacy of Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(5), 815-823. https://doi.org/10.15549/jeecar.v9i5.1062 DOI: https://doi.org/10.15549/jeecar.v9i5.1062
APJI. (2022). Profil Internet Indonesia 2022. https://apjii.or.id/
Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: determinants of interaction choice. Journal of Interactive Marketing, 43, 116–133. https://doi.org/10.1016/j.intmar.2018.02.001 DOI: https://doi.org/10.1016/j.intmar.2018.02.001
Brynjolfsson, E., Hu, Y. J., Rahman, M. S., Piotrowicz, W., & Cuthbertson, R. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23–29
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217. https://doi.org/10.1287/isre.14.2.189.16018 DOI: https://doi.org/10.1287/isre.14.2.189.16018
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. DOI: https://doi.org/10.2307/3150980
https://doi.org/10.1177/002224378101800313 DOI: https://doi.org/10.1177/002224378101800313
Gao, M., & Huang, L. (2021). Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness. Journal of Retailing and Consumer Services, 63(July), 102688. https://doi.org/10.1016/j.jretconser.2021.102688 DOI: https://doi.org/10.1016/j.jretconser.2021.102688
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.
Grieve, R., Indian, M., Witteveen, K., Tolan, G. A., & Marrington, J. (2013). Face-to-face or Facebook: Can social connectedness be derived online?. Computers in human behavior, 29(3), 604-609. https://doi.org/10.1016/j.chb.2012.11.017 DOI: https://doi.org/10.1016/j.chb.2012.11.017
Harris, P., Dall’Olmo Riley, F., & Hand, C. (2018). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services, 44(December 2017), 108–117. https://doi.org/10.1016/j.jretconser.2018.06.005 DOI: https://doi.org/10.1016/j.jretconser.2018.06.005
Hossain, T. M. T., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. (2020). Reconceptualizing integration quality dynamics for omnichannel marketing. Industrial Marketing Management, 87, 225-241. https://doi.org/10.1016/j.indmarman.2019.12.006 DOI: https://doi.org/10.1016/j.indmarman.2019.12.006
Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001 DOI: https://doi.org/10.1016/j.elerap.2016.01.001
Jeong, S. W., Fiore, A. M., Niehm, L. S., & Lorenz, F. O. (2009). The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site. Internet Research, 19(1), 105–124. https://doi.org/10.1108/10662240910927858 DOI: https://doi.org/10.1108/10662240910927858
Jin, D. (2020). Omnichannel retailers’ return policy strategies in the presence of competition. International Journal of Production Economics, 225. https://doi.org/10.1016/j.ijpe.2019.107595 DOI: https://doi.org/10.1016/j.ijpe.2019.107595
Juaneda-Ayensa, E. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology,
https://doi.org/10.3389/fpsyg.2016.01117
Juaneda-Ayensa, Emma, Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL), 1–11. https://doi.org/10.3389/fpsyg.2016.01117 DOI: https://doi.org/10.3389/fpsyg.2016.01117
Kang, J. Y. M. (2019). What drives omnichannel shopping behaviors?: Fashion lifestyle of social-local-mobile consumers. Journal of Fashion Marketing and Management, 23(2), 224–238. https://doi.org/10.1108/JFMM-07-2018-0088 DOI: https://doi.org/10.1108/JFMM-07-2018-0088
Karjaluoto, H. (2015). The role of digital channels in industrial marketing communications. Journal of Business and Industrial Marketing, 30(6), 703–710. https://doi.org/10.1108/JBIM-04-2013-0092 DOI: https://doi.org/10.1108/JBIM-04-2013-0092
Karjaluoto, Heikki, Glavee-Geo, R., Ramdhony, D., Shaikh, A. A., & Hurpaul, A. (2021). Consumption values and mobile banking services: Understanding the urban–rural dichotomy in a developing economy. International Journal of Bank Marketing, 39(2), 272–293.
https://doi.org/10.1108/IJBM-03-2020-0129 DOI: https://doi.org/10.1108/IJBM-03-2020-0129
Kim, R. B., Matsui, T., Park, Y. J., & Okutani, T. (2019). Perceived consumer value of omni-channel service attributes in Japan and Korea. Engineering Economics, 30(5), 621-630. https://doi.org/10.5755/j01.ee.30.5.22820 DOI: https://doi.org/10.5755/j01.ee.30.5.22820
Komulainen, H., & Makkonen, H. (2018). Customer experience in omni-channel banking services. Journal of Financial Services Marketing, 23(3–4), 190–199.
https://doi.org/10.1057/s41264-018-0057-6 DOI: https://doi.org/10.1057/s41264-018-0057-6
Liu, R., Kramarczuk, R. A., & Megits, N. (2014). Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry. Journal of Eastern European and Central Asian Research (JEECAR), 1(2), 11. https://doi.org/10.15549/jeecar.v1i2.68 DOI: https://doi.org/10.15549/jeecar.v1i2.68
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer research, 20(3), 451-466.
https://doi.org/10.1086/209361 DOI: https://doi.org/10.1086/209361
McKenzie, B. (2015). Perspectives on Retail Service Quality: Findings From the Baltic States. Journal of Eastern European and Central Asian Research (JEECAR), 2(2), 10-10. https://doi.org/10.15549/jeecar.v2i2.105 DOI: https://doi.org/10.15549/jeecar.v2i2.105
Nielsen IQ. (2022). Analysis COVID-19 fuels a 50% increase in omnichannel retail shopping Across The U.S. Retrieved on September, 2020. From Https://Nielseniq.Com/.
Omigie, N. O., Zo, H., Rho, J. J., & Ciganek, A. P. (2017). Customer pre-adoption choice behavior for M-PESA mobile financial services: Extending the theory of consumption values. Industrial Management & Data Systems.
https://doi.org/10.1108/IMDS-06-2016-0228 DOI: https://doi.org/10.1108/IMDS-06-2016-0228
Rakhmanita, A., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Widjadjananta, B. (2022). Confirmatory factor analysis: User behavior m-commerce gamification service in Indonesia. International Journal on Informatics Visualization, 6(2), 371–375.
https://doi.org/10.30630/joiv.6.2.848 DOI: https://doi.org/10.30630/joiv.6.2.848
Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science,6(1),185-192. http://dx.doi.org/10.5267/j.ijdns.2021.9.009 DOI: https://doi.org/10.5267/j.ijdns.2021.9.009
Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. https://doi.org/10.1016/j.dss.2018.01.006 DOI: https://doi.org/10.1016/j.dss.2018.01.006
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values: Discovery service for air force institute of technology. Journal of Business Research, 22(2), 159–170. DOI: https://doi.org/10.1016/0148-2963(91)90050-8
https://doi.org/10.1016/0148-963(91)90050-8
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50(February 2019), 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001 DOI: https://doi.org/10.1016/j.ijinfomgt.2019.09.001
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
https://doi.org/10.1016/S0022-4359(01)00041-0 DOI: https://doi.org/10.1016/S0022-4359(01)00041-0
Wolf, T., Weiger, W. H., & Hammerschmidt, M. (2020). Experiences that matter? The motivational experiences and business outcomes of gamified services. Journal of Business Research, 106, 353-364.
https://doi.org/10.1016/j.jbusres.2018.12.058 DOI: https://doi.org/10.1016/j.jbusres.2018.12.058
Downloads
Published
How to Cite
Issue
Section
License
The JEECAR journal allows the author(s) to hold the copyright and publishing rights of their own manuscript without restrictions.
This journal applies the Creative Attribution Common License to works we publish, and allows reuse and remixing of its content, in accordance with a CC-BY 4.0 license.
Authors are free to: Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
No additional restrictions — The author may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics.
