Factors influencing behavioural intention to avail omnichannel service among Gen Y consumers
Ruchi Mishra,
Rajesh Kumar Singh,
Justin Paul
Abstract:PurposeThis paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.Design/methodology/approachData collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to … Show more
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