Journal of Asian Business and Economic Studies
Vol. 28(2) , July 2021, Page 143-159


The drivers of omni-channel shopping intention: a case study for fashion retailing sector in Danang, Vietnam
Trương Thị Hiếu Hạnh

DOI: 10.1108/JABES-05-2020-0053
Abstract
Purpose The purpose of this paper is to look into the mechanism in which customers involve themselves in omni-channel retail setting and use its advantages. Design/methodology/approach Via an empirical analysis through surveying customers, this paper assesses and confirms the drivers of omni-channel shopping intention within the context of fashion retailing sector in Danang. Findings The findings highlight the significance of customer perception of research shopping (including showrooming and webrooming) behaviours, compatibility and risk to their intention towards omni-channel shopping, implying profound understanding of designing effective omni-channel retailing strategy. Originality/value From a theoretical perspective, comprehending customer perception of the omni-channel concept has emerged as an important theme in recent literature as well as in practitioners' reports. Hence, the meaningful contribution of this study is the involvement in the attractive steam of study. From a managerial perspective, this study could offer guidance to retailers or managers about developing a successful omni-channel strategy from a customer point of view.

Keywords
Omni-channel shopping intention, Perceived value of showrooming, Perceived value of webrooming, Perceived compatibility, Perceived risk
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