Increasing Millennial Consumers’ Patronage Intention on Omnichannel Groceries
Annetta Gunawan,
Kezia Natalie
Abstract:Interaction between online and offline is more important than before, where omnichannel has now become the ‘rule’ and not the exception, since most of nowadays consumers which are dominated by millennials are the omnishoppers type. The purpose of this study is to find out the factors that influence patronage intention of millennial consumers in omnichannel groceries and formulate the market segmentation based on these factors. Research data is collected using online questionnaire distributed to 288 respondents… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.