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Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations

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  • Ben Mimoun, Mohamed Slim
  • Lancelot Miltgen, Caroline
  • Slama, Boulbeba

Abstract

Technology is transforming how retail services are delivered and the experience lived by consumers. Online and offline channels are converging to deliver a seamless omnichannel shopping experience. However, despite retailers’ significant technology investments, shoppers do not always adopt omnichannel usage. Understanding omnichannel retail technology (ORT) usage and how it interacts with shopping orientations is thus an important research challenge.

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  • Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004100
    DOI: 10.1016/j.jretconser.2021.102844
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