Determinants of Omnichannel Shoppers' Perceived Value and their Shopping Intention.

This paper aims to understand the determinants of Vietnamese shoppers' perceived value and their shopping intention towards omnichannel. First, this paper examines factors affecting customers' perceived value of omnichannel and identifies predictors of these factors. Second, it examines the association between customers' perceived value and their shopping intention towards omnichannel retailing. In doing so, this study utilizes quantitative research by means of a survey of 225 omnichannel shoppers in the electronics retail industry in Ho Chi Minh City. Exploratory factor analysis, confirmatory factor analysis, and structural equation models are employed to analyze the data. The findings show that compatibility and perceived risk have a significant association with perceived value; that the predictors of perceived risk are consistency, flexibility, and personalization; and that the predictor of compatibility is consistency. In addition, perceived value has a positive association with shopping intention. This paper supports the current knowledge of omnichannel retailing and extends the research framework by providing contextual determinants from Vietnam. Practical implications are provided to practitioners for implementing and maintaining successful omnichannel adoption. [ABSTRACT FROM AUTHOR]