DETERMINANTS OF RETAIL SHOPPERS’ PURCHASE INTENTION IN OMNICHANNEL RETAILING: AN INTEGRATED TPB– TAM FRAMEWORK

Abstract

This study investigates the factors influencing retail shoppers’ purchase intention in omnichannel retailing by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). A cross-sectional method is used as the guideline for this research. Quantitative research methods have been employed. A structured questionnaire was administered to 150 retail shoppers who were aware of the concept of omnichannel shopping platforms. The findings of this study show that perceived usefulness, attitude, and perceived behavioral control have a strong, significant influence on purchase intention. On the other hand, perceived ease of use and subjective norm have a positive influence but to a lesser extent. The model shows strong explanatory power, accounting for 67% of the variance in purchase intention. The study confirms that both technological and behavioral factors influence consumers’ decisions in omnichannel retail environments. The research highlights the importance of balancing technology’s simplicity with the willingness of consumers to adopt new behaviors in developing their purchasing intentions. The research also indicates the potential of facilitating coordination and simple technology to enhance the level of customer engagement with omnichannel retail. Moreover, the research findings provide empirical support for the emerging importance of behavioral models in explaining the behavior of retail consumers. The study contributes to the existing body of knowledge by validating the TPB-TAM model in an emerging economy. The study is limited in that it targeted only 150 retail shoppers and may not be generalizable. The findings of this study can be highly significant for retailers seeking to enhance their omnichannel retail strategies.