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Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic

Akwa-Mensah, Henry
http://rave.ohiolink.edu/etdc/view?acc_num=frank1698575536660638

Abstract Details

2023, Doctor of Business Administration (D.B.A.), Franklin University, Business Administration.
The COVID-19 pandemic spurred a significant retail shift, with consumers turning to online shopping due to safety concerns and lockdowns. Retailers quickly adopted omnichannel strategies, merging online and offline channels to stay relevant and enhance the shopping experience. This research, grounded in innovation diffusion theory, examined the pandemic's influence on customer behavioral intentions regarding omnichannel capabilities. Using a quantitative research approach with a survey in Northwest Arkansas, the study explored the relationship between innovation diffusion attributes and customer omnichannel Buy-Online-Pickup-at-the-Store (BOPS) behavioral intention. A ten-point Likert scale survey was adapted from Kapoor to gather data from 190 respondents online. The respondent’s Intention to Use BOPS increased from 36.8% pre-pandemic to 84% post-pandemic. Data was analyzed using Pearson correlation for each characteristic and regression for the combined attribute and customer intention to use BOPS. Notably, relative advantage, compatibility, and observability attributes significantly impacted the model, whereas trialability and complexity lacked significance within the combined model. The findings suggested that customers prioritize buy-Online-Pickup-at-the-Store’s relative advantage, compatibility, and observability when making adoption decisions. While complexity and trialability are essential, their significance diminishes when considered with other attributes. This study contributes valuable insights into consumer behavior during crises and the evolving retail landscape post-crisis. These findings can guide strategies for optimizing omnichannel capabilities and enhancing customer adoption.
Sherry Abernathy (Committee Chair)
Tim Reymann (Committee Member)
Charles Fenner (Committee Member)
201 p.
Behavioral Sciences; Business Administration; Management; Marketing; Technology
Omnichannel; eCommerce; E-tail; Retail; Digital Channel; Digitization; Online; retail innovation; Business Diffusion of Innovation; Buy-online-pickup-in-store; COVID-19 pandemic; Intent to use; Buy-online-ship-to-store (BOSS); Pick-up today (PUT)

Recommended Citations

Citations

  • Akwa-Mensah, H. (2023). Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic [Doctoral dissertation, Franklin University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=frank1698575536660638

    APA Style (7th edition)

  • Akwa-Mensah, Henry. Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic. 2023. Franklin University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=frank1698575536660638.

    MLA Style (8th edition)

  • Akwa-Mensah, Henry. "Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic." Doctoral dissertation, Franklin University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=frank1698575536660638

    Chicago Manual of Style (17th edition)

frank1698575536660638
944
© 2023, some rights reserved.Creative Commons License Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic by Henry Akwa-Mensah is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Franklin University and OhioLINK.