Consumers' Omnichannel Integration Quality, Credibility and Innovativeness Perceptions of the Brands and Omnichannel Adoptions


Onaran B., Mazan İ., Çetinel M. H.

INTERNATIONAL JOURNAL OF CONTEMPORARY ECONOMICS AND ADMINISTRATIVE SCIENCES, vol.13, no.2, pp.677-702, 2023 (ESCI)

Abstract

In this study it is aimed to reveal how brands' omnichannel integration quality, omnichannel credibility and perceived innovativeness influence consumers’ omnichannel adoption and to reveal the mediating role of perceived omnichannel value on this effect. Also, it examines the omnichannel usage in tourism, banking, clothing and furniture sectors. For this purpose, the data obtained by sending an online questionnaire via social media applications and via email to 411 people from different cities and having different demographic characteristics were analyzed by SEM method. According to the results of the analysis, a r c in the product and service purchasing processes of consumers.