Analyzing the Omni-Channel Shopper Journey Configuration of Generations Y and Z

Wei‐Lun Chang · Li-Ming Chen

8 citations0/0 files storedJournal of Organizational and End User Computing

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Omni-channel retailing has been an essential issue to enterprises nowadays. This research applies goal theory to Engel-Kollat-Blackwell model in the omni-channel context and adapt the concept of Harris, Riley & Hand (2018) to shopper journey configurations, including search, evaluation, and purchase of decision making process. This study selected iPhone as the product and collected 179 participants of Gen Y and 126 participants of Gen Z to analyze shopper’s journey. The results indicated Gen Y replied on online review after searching and made own judgement, and preferred store purchase. Gen Z either replied on online review or directly made own judgement after searching, and preferred store purchase. Both generations utilized all types of search and referred to online reviews of evaluation process, and purchased at the store. Our findings also benefit to companies’ mange profitable omni-channel strategy.

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2015From Multi-Channel Retailing to Omni-Channel Retailing 2000Goal Theory, Motivation, and School Achievement: An Integrative Review 2007Multichannel customer management: Understanding the research-shopper phenomenon 2009Customer Experience Management in Retailing: Understanding the Buying Process 1992Classroom learning and motivation: Clarifying and expanding goal theory.1995A means-end chain approach to consumer goal structures 2016Online and Offline Information for Omnichannel Retailing 2010Toward an integrated framework for online consumer behavior and decision making process: A review

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2023ATTITUDES OF Y AND Z GENERATIONS TOWARDS ONLINE SHOPPING

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