Omnichannel Shopping Experience: An Exploratory Study on a Generation Z Sample

Matos, Sara; Durão, Martim; Magano, José

doi:10.56123/percursos.2022.n12.1

Cited by 3 publications

(3 citation statements)

References 21 publications

(37 reference statements)

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“…In social networks, omnichannel experiences directly connected to mobile devices are key in capturing the consumer interest of various age groups. The finding of Matos et al (2022) further strengthens the notion that perceived fluency can lead to customers' patronage and purchase intentions. Thus, the researchers hypothesized the following:…”

Section: Generational Cohort and Perceived Fluency In Omnichannel Fas...supporting

confidence: 75%

“…The study suggests that retail brands should adapt their strategies to accommodate Generation Z. A study from Matos et al (2022) re-emphasized this because of Generation Z's native familiarity with digital shopping environments. In social networks, omnichannel experiences directly connected to mobile devices are key in capturing the consumer interest of various age groups.…”

Section: Generational Cohort and Perceived Fluency In Omnichannel Fas...mentioning

confidence: 99%

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Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase

Meredith Robertson,

Kopot

2023

JFMM

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PurposeWhile today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.Design/methodology/approachThe overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.FindingsThe results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluencyOriginality/valueThis study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.

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Section: Generational Cohort and Perceived Fluency In Omnichannel Fas...supporting

confidence: 75%

Section: Generational Cohort and Perceived Fluency In Omnichannel Fas...mentioning

confidence: 99%

Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase

Meredith Robertson,

Kopot

2023

JFMM

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“…Although Generation Z and the Millennials [104] may seem alike, companies should be aware of their different shopping patterns, and the fact that Gen Z acts mostly on brand promise, is continuously linked to social engagement on mobile devices and an online lifestyle, and value convenience and quick delivery [105]. Gen Z, due to their natural openness to digital technology, is more likely to adhere to omni-channel trends and to quickly transition between digital and physical channels [106].…”

Section: Discussionmentioning

confidence: 99%

The Use of Digital Channels in Omni-Channel Retail—An Empirical Study

Nagy,

Dabija,

Cramarenco

et al. 2024

JTAER

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This article aims to highlight the influencing factors on omni-channel consumer attitudes towards virtual shopping channels, providing the literature with a new conceptual model that studies the use of technology by omni-channel consumers. The research hypotheses were established based on the literature review, and a conceptual model was defined. Quantitative research was carried out on an emerging market through the survey technique to verify the relations between the investigated concepts. In total, 307 responses from Millennials and Generation Z members were analyzed using structural equations modeling in SmartPLS. The results show that both channel and consumer characteristics, alongside their media contexts, influence the attitude and willingness to access and use retail channels. To keep up with constantly changing consumer needs, companies are advised to continually analyze the target market and implement any necessary measures. The paper expands the studies investigating the behavior of technology users, enhancing the UTAUT2 model-based literature.

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