Consumers' Omnichannel Integration Quality, Credibility and Innovativeness Perceptions of the Brands and Omnichannel Adoptions
DOI:
https://doi.org/10.5281/zenodo.10476028الملخص
In this study it is aimed to reveal how brands' omnichannel integration quality, omnichannel credibility and perceived innovativeness influence consumers’ omnichannel adoption and to reveal the mediating role of perceived omnichannel value on this effect. Also, it examines the omnichannel usage in tourism, banking, clothing and furniture sectors. For this purpose, the data obtained by sending an online questionnaire via social media applications and via email to 411 people from different cities and having different demographic characteristics were analyzed by SEM method. According to the results of the analysis, a relationship was found between omnichannel integration quality, omnichannel credibility and perceived brand innovativeness. In addition, it was concluded that perceived omnichannel value has a mediating role in the effect of omnichannel credibility and brand innovativeness variables on the omnichannel adoption variable, while it does not have a mediating role in the effect of the omnichannel integration quality variable on the omnichannel adoption variable. It is thought that this study and the results obtained are important in terms of being a guide in theory and practice, since the variables in the study are related to the use of omnichannel in the product and service purchasing processes of consumers.
التنزيلات
منشور
كيفية الاقتباس
إصدار
القسم
الرخصة
الحقوق الفكرية (c) 2024 International Journal of Contemporary Economics and Administrative Sciences
هذا العمل مرخص بموجب Creative Commons Attribution 4.0 International License.
The Author(s) must make formal transfer of copyright for each article prior to publication in the International Journal of Contemporary Economics and Administrative Sciences. Such transfer enables the Journal to defend itself against plagiarism and other forms of copyright infringement. Your cooperation is appreciated. You agree that copyright of your article to be published in the International Journal of Contemporary Economics and Administrative Sciences is hereby transferred, throughout the World and for the full term and all extensions and renewals thereof, to International Journal of Contemporary Economics and Administrative Sciences.
The Author(s) reserve(s): (a) the trademark rights and patent rights, if any, and (b) the right to use all or part of the information contained in this article in future, non-commercial works of the Author's own, or, if the article is a "work-for-hire" and made within the scope of the Author's employment, the employer may use all or part of the information contained in this article for intra-company use, provided the usual acknowledgements are given regarding copyright notice and reference to the original publication.
The Author(s) warrant(s) that the article is Author's original work, and has not been published before. If excerpts from copyrighted works are included, the Author will obtain written permission from the copyright owners and shall credit the sources in the article. The author also warrants that the article contains no libelous or unlawful statements, and does not infringe on the rights of others. If the article was prepared jointly with other Author(s), the Author agrees to inform the co-Author(s) of the terms of the copyright transfer and to sign on their behalf; or in the case of a "work-for-hire" the employer or an authorized representative of the employer.
The journal is registered with the ISSN : 1925-4423.
IJCEAS is licensed under a Creative Commons Attribution 4.0 International License.
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
