Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the User Acceptance Model of Omni Channel Service Based on Unified Theory of Acceptance and Use of Technology (UTAUT)

통합기술수용이론(UTAUT) 기반 옴니채널 서비스의 사용자 수용 모형에 관한 연구

  • Joo, Hyeri (Major in Fashion Design, Graduate School, Kookmin University) ;
  • Lee, Eun-Jung (Department of Fashion Design, Kookmin University)
  • 주혜리 (국민대학교 디자인대학원 디자인학과 의상디자인 전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2015.09.15
  • Accepted : 2016.06.12
  • Published : 2016.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

Keywords

References

  1. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. http://dx.doi.org/10.2307/3250951
  2. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., et al. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61(3), 38-53. http://dx.doi.org/10.2307/1251788
  3. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. http://dx.doi.org/10.1086/209376
  4. Baek, B. S. (2015, May 12). Opening of 'omni=shopping' crossing onoff line: Kantar Worldpanel presented 'global market environment prediction map.' ZDNet Korea. Retrieved June 25, 2016, from http:// www.zdnet.co.kr/news/news_view.asp?artice_id=20150512173128
  5. Baek, I. J. (2015). A study of services departure factors at the omni channel (Unpublished master's thesis). Kookmin University, Seoul, Korea.
  6. Baek, Y. R. (2014, June 9). 'Select' online, 'experience' at store and 'buy' mobile. Economy Chosun. Retrieved June 25, 2016, from http://economychosun.com/special/special_view_past.php?boardName=C14&t_num=7669&myscrap=&img_ho=116
  7. Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23-29.
  8. Chae, S. I. (1989). Statistical analysis using SPSS/PC+. Seoul: Hakhyunsa.
  9. Chung, H. (2014). A structural relationship among factors affecting teachers' smart devices acceptance in secondary school (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  10. Fischer, E., & Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17(3), 333-345. http://dx.doi.org/10.1086/208561
  11. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. http://dx.doi.org/10.2307/3151312
  12. Gwon, O. J. (2010). Examination on smart phone adoption applying the theory of information technology integration. Proceedings of Korea Society of Management Information Systems, 180-187.
  13. Han, H. W. (2015, July 8). Korea's smartphone penetration rate reached 83.0%, ranked no. 4 in the world. Consumer Times. Retrieved June 25, 2016, from http://www.cstimes.com/news/articleView.html?idxno=182129
  14. Im, I., Hong, S., & Kang, M. S. (2011). An international comparison of technology adoption: Testing the UTAUT model. Information & Management, 48(1), 1-8. http://dx.doi.org/10.1016/j.im.2010.09.001
  15. Jeon, S., Park, N., & Lee, C. C. (2011). Study on the factors affecting the intention to adopt public cloud computing service. Entrue Journal of Information Technology, 10(2), 97-112.
  16. Ji, K. H. (2013). Effect of shopping value and VMD factors at SPAbrand stores on consumer emotions and store loyalty (Unpublished master's thesis). Chungnam National University, Daejeon, Korea.
  17. Kang, S. K. (2008). Investigation of shopping value from a marketing perspective: Focusing on demographic variables and a tendency toward purchase behavior (Unpublished master's thesis). Kwangwoon University, Seoul, Korea.
  18. Kim, A. K. (2015). A study on the influence of omni-channel consumers' shopping motivation and shopping orientation on shopping behavior (Unpublished master's thesis). Kookmin University, Seoul, Korea.
  19. Kim, B. C. (2015). A study on the intention to adopt omni-channel shopping and expected effects: Focusing on innovation diffusion theory and TOE framework (Unpublished doctoral dissertation). Dankook University, Yongin, Korea.
  20. Kim, C. Y. (2011). The effect of shopping quality and shopping value on purchase intention in mobile fashion shopping (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  21. Kim, H. Y., & Song, J. H. (2015). How do consumers make channel decision in multi-channel environment? Exploring consumers'perceived efficacy toward channels. The e-Business Studies, 16(3), 3-28. http://dx.doi.org/10.15719/geba.16.3.201506.3
  22. Kim, J. H., & Lee, J. H. (2011). A Study on factors that affect the selection of multichannel in the apparel retail: Based on the characteristics of marketing and customer. Journal of the Korean Society of Clothing and Textiles, 35(7), 801-815. http://dx.doi.org/10.5850/JKSCT.2011.35.7.801
  23. Kim, J. S. (2013). Mobile convergence and mobile commerce. Journal of the Korea Contents Association, 11(1), 27-34.
  24. Kim, S. (2013). Intention to use u-healthcare service based on the unified theory of acceptance and use of technology (Unpublished master's thesis). Hanyang University, Seoul, Korea.
  25. Kim, W. (2014). A study on store-mobile-internet (SMI) omni marketing strategy: Analysis on user experience and selective behavior of fashion consumers (Unpublished master's thesis). Chung-Ang University, Seoul, Korea.
  26. Kim, Y. H. (2001). An empirical study on the effect of combining of the on-line shopping mall and the off-line shopping mall (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  27. Kim, Y. M. (2013). A study on the impact of the app-book purchasing behavior of smart phone users in Korea (Unpublished doctoral dissertation). Dongguk University, Seoul, Korea.
  28. Kwon, S. H. (2012). User behavior towards shopping experience through using on.off-line multichannel (Unpublished master's thesis). Kookmin University, Seoul, Korea.
  29. Lee, D. G., Lee, S. J., & Choi, B. J. (2012). An empirical study on intentions to use Smart TV. Journal of Digital Convergence, 10(4), 107-118. https://doi.org/10.14400/JDPM.2012.10.4.107
  30. Lee, H. S., & Im, J. H. (2008). SPSS 14.0 manual: Statistical package for the social sciences . Paju: Bobmunsa.
  31. Lee, K. S. (2015). Application method for public service of omni-channel paradigm. Seoul: Korea Local Information Research & Development Institute.
  32. Lee, M. J., & Lee, K. H. (2013). Mobile shopping motives and fashion application acceptance. Journal of Digital Convergence, 11(1), 153-163. https://doi.org/10.14400/JDPM.2013.11.1.153
  33. Lee, S. B. (2009). Factors affecting uses of TV home-shopping channels and purchasing intention (Unpublished doctoral dissertation). Sungkyunkwan University, Seoul, Korea.
  34. Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330-346. http://dx.doi.org/10.1177/0092070305276149
  35. Orwall, B. (2001, March 26). Thumbs up: What makes a good entertainment site click? We're starting to get the answers. The Wall Street Journal . Retrieved June 25, 2016, from http://www.wsj.com/articles/SB985122603285973504
  36. Park, J. (2015). Analysis of fashion consumer's lifestyle, shopping orientation, purchase behavior for cross channel strategy of TV home shopping (Unpublished master's thesis). Kyung Hee University, Seoul, Korea.
  37. Park, K. H. (2011). A study on determinants affecting purchase intention in Internet shopping malls (Unpublished master's thesis). Hoseo University, Cheonan, Korea.
  38. Sherry, J. F., Jr. (1990). Dealers and dealing in a periodic market: Informal retailing in ethnographic perspective. Journal of Retailing, 66(2), 174-200.
  39. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  40. Verhoef, P. C. (2012). Multichannel customer management strategy. In V. Shankar & G. S. Carpenter (Eds.), Handbook of marketing strategy (pp. 135-150). Cheltenham: Edward Elgar Publishing.
  41. Webb, K. L., & Didow, N. M. (1997). Understanding hybrid channel conflict: A conceptual model and propositions for research. Journal of Business-to-Business Marketing, 4(1), 39-78. http://dx.doi.org/10.1300/J033v04n01_02
  42. Westenberg, E., Popat, B., & Stine, J. (2012). The operational implications of omnichannel retailing . San Jose, CA: Cisco Internet Business Solutions Group.

Cited by

  1. An investigation of consumers’ purchase intentions towards omni-channel shopping pp.0959-0552, 2018, https://doi.org/10.1108/IJRDM-04-2018-0074
  2. 관광구매단계에서의 관광옴니채널 선택요인, 만족도, 구매의도 등에 관한 영향관계 분석 vol.15, pp.10, 2016, https://doi.org/10.14400/jdc.2017.15.10.173
  3. 옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구 vol.26, pp.1, 2018, https://doi.org/10.29049/rjcc.2018.26.1.109
  4. ICT 기반 관광옴니채널에 대한 고객행동분석 -인구통계학적 특성에 따른 통합기술수용모형의 변수를 중심으로- vol.16, pp.6, 2016, https://doi.org/10.14400/jdc.2018.16.6.095
  5. UTAUT 모델을 응용한 패션 증강현실(FAR) 기술수용에 관한 한국 20대 여성의 소비자 태도, 기술 사용의도 및 구매의도 vol.43, pp.1, 2016, https://doi.org/10.5850/jksct.2019.43.1.125