A study on retailers' behavioral intentions and behaviors of using the omnichannel ecommerce solution

Abstract

Research on retailers’ behavioral intention and behavior of using the omnichannel ecommerce solution (OES) used the Unified Theory of Acceptance and Use of Technology (UTAUT2) model and supplemented the other factors such as seamless supply, omnichannel integration. Research concerns about behavioral intention and behavior of using OES as this is a global trend; OES has become one of the top priorities for businesses to thrive in the rapidly changing market and retain customers; increasingly high standards are being set for digital experiences. Therefore, retailers must quickly adapt to new trends for sustainable development to keep up with the transformation and increase the use of OES. The results show that effort expectation, social influence, hedonic motive, retailers’ capacity, seamlessly connecting have a positive impact on retailers’ behavioral intention and behavior of using OES. Behavioral intention and favorable conditions have a positive impact on behavior of using OES. Meantime, omnichannel integration have a negative impact on behavior of using OES in Vietnam. This research helps managers and OES providers to develop their skills and expertise, and the study results may prove diagnostically useful to the retailers’ behavioral intention and behavior of using OES