Using utaut2 model to examine the determinants of omnichannel technology acceptance by consumers

Abstract

Background: The paper presents the problem of omnichanneling technology acceptance by consumers in the purchasing process. The omnichanneling technology is an innovative solution used by retailers operating both brick&mortar and online retail formats, consisting in the integration of sales channels which aims to deliver a seamless customer experience regardless of the channel. It is an expensive and operationally complex solution, hence the need to test customer willingness to accept it. The objective of the article is to examine the determinants of both the intentions of acceptance the omnichannel technology by consumers and its use in purchasing behavior in accordance with the adopted UTAUT2 model. Methods: The work uses a hypothetical-deductive scientific method. Based on the UTAUT2 model, hypotheses were formulated regarding the type and strength of the latent variables impact on intention to accept technology and technology acceptance. Results: Data were collected from 280 respondents using CAWI method. Then, the factors were verified by exploratory factor analysis. Confirmatory factor analysis was used to examine the determinants (and the strength of their impact) of the intention to accept the technology and its use in the purchasing process. Conclusions: The research identified personal innovatinveness as the strongest predictor of omnichannel purchase intention, accompanied by social impact and expected performance. It was also found that perceived risk and hedonic motivation were not relevant in this study. The habit was proved to be a reliable indicator of both the intention to accept omnichanneling technology in the purchasing process and the behaviour associated with using the technology, while the facilitating conditions turned out to be related only to the use of omnichanneling technology.