Omni Channel Shopping Retailing and Social Phase of Consumer Behavior
Syed Hasnain Alam *, Aniqa Khokhar **, Junaid Ahmed ***
Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Karachi, Pakistan. and Karachi University Business School (KUBS), University of Karachi, Pakistan.*
KDE e.V., Berlin, Germany. **
Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Hyderabad, Pakistan.***
Abstract: Technological developments have provided multiple channel opportunities to retailers. For a smooth shopping experience to satisfy customers retailers have been forced to move to Omni channel shopping, as they have a wide variety of opportunities through which they can find, compare, buy and get products/brands. Data from 432 consumers from different age groups were collected through a structured close-ended questionnaire. PLS-SEM was used for understanding the effects of the factors on consumer behaviour. Findings from this study provide insights to retailers and researchers for understating the crucial relationships between the factors including situational factors, perceived trust, perceived risk, privacy concerns, and utilitarian motive with behavioural intentional affecting the use of long-term behaviour. From the results, we can conclude that age as the moderating variable effects perceived risk, utilitarian motive, and privacy concerns on behavioural intentions and experience moderates the effect of utilitarian motive on behavioural intentions.
Keywords: Omni channel, retailing, consumer behavior, behavioural intentions, PLS-SEM.
