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Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Author

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  • Hyo Geun Song

    (William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89557, USA)

  • Hyeon Jo

    (Department of Planning, RealSecu, 60 Centum buk-daero, Haeundae-gu, Busan 48059, Republic of Korea)

Abstract

Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustainability of the economy.

Suggested Citation

  • Hyo Geun Song & Hyeon Jo, 2023. "Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3039-:d:1061002
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    Cited by:

    1. Hyeon Jo, 2023. "What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers?," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    2. Yue Liu & Guang Song, 2023. "Role of Logistics Integration Capability in Enhancing Performance in Omni-Channel Retailing: Supply Chain Integration as Mediator," Sustainability, MDPI, vol. 15(11), pages 1-22, June.
    3. Hyeon Jo & Youngsok Bang, 2024. "From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    4. Tam To Nguyen & Huong Thi Thu Truong & Tuan Le-Anh, 2023. "Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model," SAGE Open, , vol. 13(4), pages 21582440231, December.

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