Abstract The omnichannel approach is a new commercial opportunity that aims to offer consumers a unique and satisfying experience through any touch point. This research aims to understand the factors that might lead consumers to accept and use this new approach. The conceptual model was tested empirically using primary data collected from 210 Portuguese participants. The results reported suggest that perceptions of usefulness, ease of use, and compatibility have a positive effect on brand experience, which strongly affects the behavioral intention to use. Additionally, a moderation analysis, using user status as a moderator, shows that while usefulness is important to uniquely explain use intention for low frequency, ease of use is only a good predictor of use intention for high-frequency users. This research provides useful insights for academic research by shedding light on this new phenomenon, and simultaneously for businesses by deriving some implications for defining their omnichannel strategies.

中文翻译：

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全渠道方法：影响消费者接受度的因素

摘要 全渠道方法是一种新的商业机会，旨在通过任何接触点为消费者提供独特而令人满意的体验。本研究旨在了解可能导致消费者接受和使用这种新方法的因素。该概念模型使用从 210 名葡萄牙参与者收集的主要数据进行了实证测试。报告的结果表明，对有用性、易用性和兼容性的感知对品牌体验有积极影响，这会强烈影响使用行为的意图。此外，使用用户状态作为调节器的调节分析表明，虽然有用性对于唯一解释低频用户的使用意图很重要，但易用性只是高频用户使用意图的良好预测指标。