Exploring shoppers’ decision-making styles and acceptance of an omnichannel environment

Title: Exploring shoppers’ decision-making styles and acceptance of an omnichannel environment
Creator: Muthaffar, Aisha; Vilches-Montero, Sonia
Relation: 50th Annual Meeting of the Association of Collegiate Marketing Educators (ACME). Proceedings of the Association of Collegiate Marketing Educators (2023) (Houston, Texas 06-10 March, 2023) p. 248-261
Publisher: Association of Collegiate Marketing Educators (ACME)
Resource Type: conference paper
Date: 2023
Description: The omnichannel approach offers a holistic and unified shopping experience by integrating all available channels. This study aimed to understand how consumers’ decision-making styles (maximisers vs satisficers) differ within omnichannel retail shopping. Data were collected through a questionnaire = 227 responses. Results revealed the positive effect of maximisers (as opposed to satisficers) on attitude and intention to use omnichannel retailing and satisfaction with the shopping experience. Further, the role of perceived ease of use and usefulness was explored. This study contributed to omnichannel by confirming the different psychological effects and how they play an important role in omnichannel retailing.
Subject: unified shopping experience; consumers; decision-making; omnichannel retailing
Identifier: http://hdl.handle.net/1959.13/1502355
Identifier: uon:55221
Identifier: ISSN:2476-2555
Language: eng
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