ABSTRACT The purpose of this research is to identify the factors that influence an omnichannel experience. Omnichannel is an emerging approach to retailing that responds to the changing nature of how customers shop in alternation between online and offline shops, and the increasing use of digital devices (e.g. smartphones and tablets), as a consequence retailers are focusing and establishing a seamless integrated approach to their services. Omnichannel is now a hot topic in retailing but there is a lack of empirical studies into the factors that influence an omnichannel experience. Using a mixed methods approach, we propose and empirically test a conceptual model that identifies four factors influencing an omnichannel experience: brand familiarity; customisation; perceived value, and technology readiness. We conceptualise omnichannel to include three key channels; in-store, online and mobile. Two hundred and forty-six questionnaires were collected and analysed using PLS-SEM and 11 interviews were carried out with marketing/ omnichannel professionals. Our results indicate that brand familiarity has a strong influence on omnichannel (in-store, online and mobile) while perceived value has a negative impact on the mobile experience. Our results show that retailers need to consider multiple factors, such as brand familiarity, customisation, perceived value and technology readiness as influencing factors of an omnichannel experience, and plan the use of multiple touchpoints simultaneously to enhance their overall customer’s experience. Although this study demonstrates the significant factors influencing an omnichannel experience, questions remain regarding the exact use of each touchpoint by customers and the extent of overlap between the touchpoints. which .

中文翻译：

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全渠道零售方法：揭秘和确定影响全渠道体验的因素

摘要本研究的目的是确定影响全渠道体验的因素。Omnichannel是一种新兴的零售方式，可应对顾客在在线商店与离线商店之间交替购物的方式的不断变化的性质以及数字设备（例如智能手机和平板电脑）的使用日益增加的趋势，因此零售商正在集中精力并建立无缝集成服务方式。全渠道现在是零售中的热门话题，但是缺乏对影响全渠道体验的因素进行实证研究的方法。我们使用混合方法的方法，提出并通过经验测试了一个概念模型，该模型确定了影响全渠道体验的四个因素：品牌熟悉度；定制；感知的价值和技术准备程度。我们将全渠道概念化，以包括三个关键渠道。店内，在线和移动。使用PLS-SEM收集和分析了246份问卷，并与市场营销/全渠道专业人员进行了11次访谈。我们的结果表明，品牌熟悉度对全渠道（店内，在线和移动）有很大影响，而感知价值则对移动体验产生负面影响。我们的结果表明，零售商需要考虑多个因素，例如品牌熟悉度，定制度，感知价值和技术就绪程度，以作为全渠道体验的影响因素，并计划同时使用多个接触点来增强其整体客户体验。尽管这项研究表明了影响全渠道体验的重要因素，有关客户对每个接触点的确切使用方式以及接触点之间重叠程度的疑问仍然存在。哪个 。