The role of technology in an omnichannel physical store Assessing the moderating effect of gender

Abstract

Purpose - The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test themoderating effect of gender on this relationship. Design/methodology/approach - An original model is developed and tested with 628 omnichannel customers.Amulti-group analysis is performed to compare the results between two groups: men and women. Findings - The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differenceswere found between the two groups. Originality/value - This study furthers the understanding of the importance of the new connected retail systemand offers new insights for both the theoretical framework and businesses.