Omnichannel Customer Experience And Its Impact On The Shopping Behavior Of Gen Z: Evidence From Vietnam

Abstract

In recent years, the omnichannel model has gradually become familiar to the business activities of many businesses around the world. However, it is still relatively new in Vietnam. Many businesses still do not fully grasp the knowledge of omnichannel, do not understand all its benefits and how to operate this model to optimize business operations. Therefore, this research was conducted to understand the factors of the omnichannel shopping experience and its impact on the omnichannel shopping behavior of customers. Compared with previous studies, the research model has inherited and added a new variable called “perceived fluency”. The research method used to examine the model was mixed-method, including qualitative and quantitative research. This study collected data using an online survey of 417 omnichannel users of Gen Z in Vietnam. The data analysis process used descriptive statistics, scale evaluation using Cronbach’s Alpha reliability coefficient, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and finally, analysis of the structural equation modeling (SEM) to evaluate the relationships between the factors proposed in the research model. The results showed that the factors in the omnichannel shopping experience have an impact on customers’ perception of three innovation characteristics, respectively, compatibility, fluency, and risk in the omnichannel shopping process. Specifically, connectivity and consistency positively impact perceived compatibility. The results reflected that consistency had a positive effect on perceived risk. Meanwhile, flexibility and consistency negatively impact perceived risk. The two perceived factors of compatibility and fluency have a positive effect on omnichannel shopping intention. Finally, the results confirmed the positive impact of intention on the omnichannel shopping behavior of customers. This study contributes to the generalization of the theory related to the omnichannel shopping experience. At the same time, the results also help make recommendations to support businesses in increasing omnichannel use effectiveness in Vietnam.