Open AccessEmpirical Investigation of Omni-channel Customer Behavior: Multiple Mediation Effects of Website and Mobile Interactivity
Author(s) -
Hai Ninh Nguyen,
Thanh Ha Thi Le
Publication year - 2021
Publication title -
asian journal of social sciences and management studies
Language(s) - English
Resource type - Journals
eISSN - 2518-0096
pISSN - 2313-7401
DOI - 10.20448/journal.500.2021.83.69.76
Subject(s) - interactivity , mediation , structural equation modeling , perspective (graphical) , computer science , channel (broadcasting) , empirical research , human–computer interaction , multimedia , psychology , artificial intelligence , sociology , telecommunications , mathematics , social science , statistics , machine learning
While existing retail research has focused on retail channels in isolation from a single or multi-channel retailing perspective, there is a need to investigate shopping behavioral intention from an omni-channel and customer-centric retailing perspective. The main of this study is to analyze the customer omni-channel behavior under multiple mediating effects of website and mobile interactivity. Data collected from valid 287 respondents via both online and paper form. Partial least squares structural equation modeling (PLS-SEM) and Smart-PLS software have been used to test proposed hypotheses. The result underlined the significant positive effects of technology literacy, attitude towards website interactivity and attitude towards mobile device interactivity on customer’s behavioral intention. Moreover, website interactivity and augmented reality have highest impact attitude towards website interactivity and attitude towards mobile device interactivity respectively.