Antecedents of Continuance Usage of Omnichannel Retailling: Refer to Younger Generation in Sri Lanka

Abstract

Omnichannel retailing provides opportunity to move across both online and physical channels seamlessly while getting the same experience. There are high potentials of using omnichannel approaches however, consumers’ intention of continuous usage of omnichannel in Asian countries are very rare. The purpose of this study is to investigate the factors influencing younger generations’ intention of continuance usage of omnichannel retailing in Sri Lanka. The study used deductive approach followed with explanatory research design. Unified Theory of Acceptance and Use of Technology (UTAUT2) model was utilized to identify the influencing factors. 450 younger adults in Western province represented as the sample. Out of 437 responses were received, 265 respondents were highly intended to use omnichannel retailing. Results revealed that performance expectancy is the significant leading predictor, followed by hedonic motivation. Effort expectancy, social influence, habit, personal innovativeness and perceived security had significant positive relationship with continue intention to use omnichannel retailing. To leverage social connections to drive purchasing decisions, implementation of social media strategies, influencer marketing, and user-generated content to create a sense of community and encourage social validation are suggested areas for the retailers. The present study provide the consumer’s viewpoint on the omnichannel shopping behavior and performed a multidimensional analysis to describe continuance usage intention behavior of omnichannel customers. It also contributes to the field of information technology by empirically investigating the influence of technology acceptance factors on continuance usage intention behavior and also confirmed that UTAUT 2 model is valid in the omnichannel retailing context in developing country.