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Examining the Sustained Adoption of ...

Akwa-Mensah, Henry.

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Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic./
Author:	Akwa-Mensah, Henry.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	202 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-05, Section: B.
Contained By:	Dissertations Abstracts International85-05B.
Subject:	Behavioral sciences. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30866439
ISBN:	9798380824217

Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic.
Akwa-Mensah, Henry.

Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 202 p.

Source: Dissertations Abstracts International, Volume: 85-05, Section: B.

Thesis (D.B.A.)--Franklin University, 2023.

This item must not be sold to any third party vendors.

The COVID-19 pandemic spurred a significant retail shift, with consumers turning to online shopping due to safety concerns and lockdowns. Retailers quickly adopted omnichannel strategies, merging online and offline channels to stay relevant and enhance the shopping experience. This research, grounded in innovation diffusion theory, examined the pandemic's influence on customer behavioral intentions regarding omnichannel capabilities. Using a quantitative research approach with a survey in Northwest Arkansas, the study explored the relationship between innovation diffusion attributes and customer omnichannel Buy-Online-Pickup-at-the-Store (BOPS) behavioral intention. A ten-point Likert scale survey was adapted from Kapoor to gather data from 190 respondents online. The respondent's Intention to Use BOPS increased from 36.8% pre-pandemic to 84% post-pandemic. Data was analyzed using Pearson correlation for each characteristic and regression for the combined attribute and customer intention to use BOPS. Notably, relative advantage, compatibility, and observability attributes significantly impacted the model, whereas trialability and complexity lacked significance within the model. The findings suggested that customers prioritize buy-Online-Pickup-at-the-Store's relative advantage, compatibility, and observability when making adoption decisions. While complexity and trialability are essential, their significance diminishes when considered with other attributes. This study contributes valuable insights into consumer behavior during crises and the evolving retail landscape post-crisis. These findings can guide strategies for optimizing omnichannel capabilities and enhancing customer adoption.

ISBN: 9798380824217Subjects--Topical Terms:

529833
Behavioral sciences.
Subjects--Index Terms:

Omnichannel

Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic.
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300 $a 202 p.
500 $a Source: Dissertations Abstracts International, Volume: 85-05, Section: B.
500 $a Advisor: Abernathy, Sherry.
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506 $a This item must not be sold to any third party vendors.
520 $a The COVID-19 pandemic spurred a significant retail shift, with consumers turning to online shopping due to safety concerns and lockdowns. Retailers quickly adopted omnichannel strategies, merging online and offline channels to stay relevant and enhance the shopping experience. This research, grounded in innovation diffusion theory, examined the pandemic's influence on customer behavioral intentions regarding omnichannel capabilities. Using a quantitative research approach with a survey in Northwest Arkansas, the study explored the relationship between innovation diffusion attributes and customer omnichannel Buy-Online-Pickup-at-the-Store (BOPS) behavioral intention. A ten-point Likert scale survey was adapted from Kapoor to gather data from 190 respondents online. The respondent's Intention to Use BOPS increased from 36.8% pre-pandemic to 84% post-pandemic. Data was analyzed using Pearson correlation for each characteristic and regression for the combined attribute and customer intention to use BOPS. Notably, relative advantage, compatibility, and observability attributes significantly impacted the model, whereas trialability and complexity lacked significance within the model. The findings suggested that customers prioritize buy-Online-Pickup-at-the-Store's relative advantage, compatibility, and observability when making adoption decisions. While complexity and trialability are essential, their significance diminishes when considered with other attributes. This study contributes valuable insights into consumer behavior during crises and the evolving retail landscape post-crisis. These findings can guide strategies for optimizing omnichannel capabilities and enhancing customer adoption.
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653 $a Retailers
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