The role of technology in an omnichannel physical store

Abstract

Purpose The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test the moderating effect of gender on this relationship. Design/methodology/approach An original model is developed and tested with 628 omnichannel customers. A multi-group analysis is performed to compare the results between two groups: men and women. Findings The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups. Originality/value This study furthers the understanding of the importance of the new connected retail system and offers new insights for both the theoretical framework and businesses.

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