The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

Abstract

This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature.