Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

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.

Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

“…Considering the TPB part of the integrated model in this research, subjective norms caused significant impacts and PBC caused an insignificant effect on online purchase intention. The significant impact of SN is agreeable with the results from several authors (Song & Jo, 2023; Wang et al, 2016). This meant that individual online purchase intention was affected by the important surrounding persons.…”

“…In practice, authors integrated the TPB and TAM to better explain online purchase intention (German Ruiz-Herrera et al, 2023;Pen˜a-Garcı´a et al, 2020;Rehman et al, 2019;Singh, 2015;Song & Jo, 2023). Song and Jo (2023) and Rehman et al (2019) combined the TPB and TAM in a way that input factors of the TPB and TAM directly influenced purchase intention in the model. However, the TAM inputs showed unstable impacts on purchase intention.…”

Research on the Adoption Behavior Mechanism of BIM from the Perspective of Owners: An Integrated Model of TPB and TAM

“…Moreover, considering that both models have some degree of explanatory limitations, the TPB-TAM integrated model demonstrates greater explanatory power than either model alone. Song et al [31] and Lee et al [32] have achieved better results by using this integrated model in related research. In addition, this integrated model served as a customer relationship…”

“…Moreover, considering that both models have some degree of explanatory limitations, the TPB-TAM integrated model demonstrates greater explanatory power than either model alone. Song et al [31] and Lee et al [32] have achieved better results by using this integrated model in related research. In addition, this integrated model served as a customer relationship management (CRM) tool to establish effective channels and methods of owner-centered information management, helping to promote the growth and future development of BIM technology.…”

What Drives Recommendation Intention and Loyalty of Online for Offline (O4O) Consumers?

“…They revealed how usage intention is positively affected by facilitating conditions and personal innovativeness. Song and Jo [66] integrated the TAM and theory of planned behavior (TPB) to examine the predictors of continuance intention of omnichannel users. The authors found that accessibility, monetary saving, and perceived risk affect continuance intention via relative advantage.…”