Acceptance and Use of Omni-Channel Retail Services (Segment Analysis)

Recognizing consumers’ subjective perceptionsConsumer subjective perception of omni-channel retail services facilitates retailers to better provide omni-channel retail services. Therefore, this chapter begins with an introduction to consumer perceptionsConsumer perception of omni-channel retail services and the popular digital marketing channelsDigital marketing channel used in omni-channel retail services, such as websites, mobile, email, social mediaSocial media, and live streamingLive streaming. Then, this chapter verifies empirically that convenienceConvenience, price valuePrice value, enjoymentEnjoyment, social influenceSocial influence, and perceived fluencyPerceived fluency have a positive impact on the intention to useIntention to use omni-channel retail services. Moreover, consumers are divided into those who habitually use PC, mobile and physical storesPhysical stores, those who habitually use mobile and physical storesPhysical stores, and those who habitually use PC and physical stores. A multi-group analysisMulti-group analysis verifies that there are significant differences in the perceptions of omnichannel retail services among these three groups of consumers. These findings provide some suggestions for retailers to adopt omni-channel strategies, such as synergies between different channels should be emphasized, and grouped customer relationship managementCustomer relationship management for omni-channel consumers with channel mix preferencesChannel mix preference should be emphasized.