Omni-Channel Shopper Analysis: Effect of Mobile Search, Belief Structure, and Salesperson Input on Shopper Purchase Intention in Retailing Market

Abstract

It is undeniable that shoppers these days are more empowered, demanding, interactive, collaborative, and diverse which all thanks to the globalization and internet of thing development. Therefore, retailing market is in stronger competition than ever. To deeply understand the shoppers who access full of different channels before purchase decision (omni channel shoppers), this research aims to explore what determinants influence the shoppers purchase intention by proposing the conceptual framework and quantify the degree of these affects by applying Statistical Package for the Social Science (SPSS) software and analyzing the data through Confirmatory Factor Analysis (CFA) as well as Structural Equation Modelling (SEM). After analyzing the data sample from 466 omni channel shoppers in Ho Chi Minh city, shoppers purchase intention is strongly and positively affected by Attitude, Subjective Norm, Mobile Search, and Predisposition to Comply with Salesperson Input, meanwhile there are three components indirectly influencing purchase intention, comprising of Mobile Dependence, Predisposition to Comply with Mobile Divide Input, and Adaptive Selling. Therefore, retailers are suggested to utilize and broaden the product information both in online and offline, yet the important thing is how to gain the trust and reliable sensation from shoppers through salesperson adaptive selling and prestigious online information from social network or information accessibility in everywhere, every time, and everyplace that shoppers are able to search and look for.