Determinants of Omnichannel Shopping Intention for Sporting Goods
Abstract
:1. Introduction
2. Literature Review
2.1. Omnichannel Retailing and Shopping Methods
2.2. Omnichannel Consumer Behavior and Shopping Intention
Authors (Year) | Theories/ Model | Independent Variables | Dependent Variable | Type of Retail Store | Country |
---|---|---|---|---|---|
Juaneda-Ayensa, Mosquera, and Murillo (2016) [29] | UTAUT2 | PE, EE, SI, Habit, HM, Personal Innovativeness, Perceived Security | Omnichannel Shopping Intention | Fashion Retailer | Spain |
Chiu, Kim, and Won (2018) [23] | MGB | Attitude, Subjective Norm, Emotion | Purchasing Sporting Goods Online | Sporting Goods | Korea |
Xu and Jackson (2018) [48] | TPB | Perceived Behavioral Control, Risk, and Price Advantage | Channel Selection Intention | General | US and UK |
Fuente (2019) [31] | UTAUT2 | PE, EE, SI, HH, HM, PV, FC, PI, and PS | Omnichannel Purchase Intention | Fashion Retailer | Spain |
Silva, Martins, and Sousa (2019) [49] | TAM | Risk, Cost, Compatibility, Usefulness, Ease of Use. | Future Use Intention and Actual Use | Portugal | |
Kang (2019) [9] | EKB | Perceived Value Personality | Omnichannel Shopping Intention | Fashion Retailer | US |
Truong (2020) [18] | - | Showrooming, Webrooming, Perceived Compatibility, Perceived Risk | Omnichannel Shopping Intention | Fashion Retailer | Vietnam |
Kim, Han, Jang, and Shin (2020) [20] | UTAUT2 | PE, EE, SI, HH, HM | Intention to Buy-online-pick-up-in-store | Department Stores and Fashion Retailers | Korea |
3. Research Framework and Hypotheses
3.1. Performance Expectancy
3.2. Effort Expectancy
3.3. Social Influence
3.4. Facilitating Conditions
3.5. Hedonic Motivation
3.6. Habit
3.7. Perceived Value
3.8. Moderating Effect of Gender
4. Research Methodology
4.1. Participants and Data Collection Procedure
4.2. Instrument
4.3. Data Analysis Tools and Techniques
5. Data Analysis
5.1. Respondent’s Profile
5.2. Measurement Model
5.3. Structural Model and Path Coefficient Analysis
5.4. Moderating Effect of Gender
6. Discussion
7. Conclusions, Contribution, and Future Research
7.1. Conclusions
7.2. Theoretical Contribution
7.3. Managerial Contribution
7.4. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Constructs Measurement Items and Their Source
Constructs | Items Code | Measurement Items | Author(s) |
---|---|---|---|
Performance Expectancy (PE) | PE1 | Purchasing sporting goods through omnichannel retailers allows me to purchase quickly. | Kaur et al., 2020 [72]; Kim et al., 2020 [20]; Chimborazo-Azogue [56] |
PE2 | Purchasing sporting goods through omnichannel retailers allows me to save time. | ||
PE3 | Purchasing sporting goods through omnichannel retailers increases my shopping efficiency. | ||
PE4 | The omnichannel approach helps me to make the right purchase. | ||
PE5 | Purchasing sporting goods through omnichannel retailers allows me to save money. | ||
Effort Expectancy (EE) | EE1 | I find sporting goods retailers offering their products using omnichannel easy to use. | Kaur et al., 2020 [72]; Kim et al., 2020 [20] |
EE2 | Learning how to use omnichannel is easy for me. | ||
EE3 | It is easy for me to be skillful at using omnichannel throughout the purchase of sporting goods. | ||
EE4 | I find it easy to use omnichannel retailing to do what I want it to do. | ||
Social Influence (SI) | SI1 | People who are important to me think that I should use omnichannel retailing for the purchase of sporting goods. | Kaur et al., 2020 [72]; Kim et al., 2020 [20] |
SI2 | People whose opinions I value prefer that I use an omnichannel retail store for the purchase of sporting goods | ||
SI3 | I would use omnichannel retailing because a proportion of my friends uses omnichannel retail store for the purchase of sporting goods. | ||
Facilitating Conditions (FC) | FC1 | I have the resources necessary to use omnichannel retailing to purchase sporting goods. | Kaur et al., 2020 [72] |
FC2 | I have the knowledge necessary to use omnichannel retailing to purchase sporting goods. | ||
FC3 | I can get help from others when I have difficulties using omnichannel retailing to purchase sporting goods. | ||
FC4 | Support from retailers is available when problems are encountered while using the omnichannel retailing to purchase sporting goods. | ||
Hedonic Motivation (HM) | HM1 | Being able to use omnichannel throughout the purchase of sporting goods is enjoyable. | Kaur et al., 2020 [72] |
HM1 | Being able to use omnichannel throughout the purchase of sporting goods is exciting. | ||
HM1 | Being able to use omnichannel throughout the purchase of sporting goods is very entertaining. | ||
HM1 | Being able to use omnichannel throughout the purchase of sporting goods is fun. | ||
Habit (HH) | HH1 | It has become a habit for me to purchase sporting goods from omnichannel retail stores. | Kaur et al., 2020 [72] |
HH2 | Using omnichannel retailing has become natural to me. | ||
HH3 | I regularly shop in omnichannel retailing to purchase sporting goods. | ||
HH4 | Using omnichannel retailing is something I do without thinking. | ||
Perceived Value | PV1 | Buying sporting goods using omnichannel is reasonably priced. | Kaur et al., 2020 [72]; Venkatesh et al., 2012 [52] |
PV2 | Buying sporting goods using omnichannel is a good value for money. | ||
PV3 | Buying sporting goods using omnichannel is reasonably priced compared with buying from only one channel. | ||
PV4 | Buying sporting goods using omnichannel is reasonably priced. | ||
Omnichannel Shopping Intention | OSI1 | I intend to purchase sporting goods from omnichannel retailers. | Kaur et al., 2020 [72]; Truong, Taylor [18] |
OSI 2 | I would tell my friends to purchase sporting goods from omnichannel retailers. | ||
OSI 3 | I intend to use omnichannel shopping frequently in the future. | ||
OSI 4 | The use of an omnichannel approach is appealing to me. |
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Type of Omnichannel Shopping Methods | Description |
---|---|
Webrooming | Searching online for information before purchasing at a brick-and-mortar store. |
Showrooming | Checking the product in a store and purchasing product online. |
Buy online, pick-up in-store (BOPIS) | Buying online and then picking up at a store or kiosk. |
Buy online while in store | Purchasing a product online while in the retailer’s store |
Buy in-store, home delivery (BIHD) | Scanning a product in-store to find a better deal online. |
Demographic Variable | Category | Responses | Percentage |
---|---|---|---|
Gender | Male | 187 | 46.1 |
Female | 219 | 53.9 | |
Age | Under 18 years | 2 | 0.5 |
18–25 years | 289 | 71.2 | |
26–33 years | 72 | 17.7 | |
34–41 years | 32 | 7.9 | |
42 and Above years | 11 | 2.7 | |
Occupation | Student | 262 | 64.5 |
Employee | 106 | 26.1 | |
Self Employed | 31 | 7.6 | |
Homemaker | 2 | 0.5 | |
Unemployed | 5 | 1.2 | |
Omnichannel Retail Store Buying Frequency | Never | 50 | 12.3 |
Rarely | 107 | 26.4 | |
Sometimes | 151 | 37.2 | |
Often | 24 | 5.9 | |
Always | 74 | 18.2 |
Constructs | Items Code | Factor Loading | Cronbach’s Alpha | CR | AVE | MSV |
---|---|---|---|---|---|---|
Performance Expectancy (PE) | PE1 | 0.772 | 0.882 | 0.599 | 0.555 | |
PE2 | 0.759 | |||||
PE3 | 0.827 | 0.880 | ||||
PE4 | 0.878 | |||||
PE5 | 0.725 | |||||
Effort Expectancy (EE) | EE1 | 0.749 | 0.862 | 0.862 | 0.611 | 0.555 |
EE2 | 0.743 | |||||
EE3 | 0.832 | |||||
EE4 | 0.799 | |||||
Social Influence (SI) | SI1 | 0.846 | 0.855 | 0.663 | 0.433 | |
SI2 | 0.819 | 0.852 | ||||
SI3 | 0.776 | |||||
Facilitating Conditions (FC) | FC1 | 0.759 | 0.769 | 0.529 | 0.507 | |
FC2 | 0.797 | 0.783 | ||||
FC3 | 0.612 | |||||
Hedonic Motivation (HM) | HM1 | 0.750 | 0.864 | 0.865 | 0.616 | 0.495 |
HM2 | 0.797 | |||||
HM3 | 0.795 | |||||
HM4 | 0.796 | |||||
Habit (HH) | HH1 | 0.842 | 0.901 | 0.901 | 0.694 | 0.498 |
HH2 | 0.842 | |||||
HH3 | 0.855 | |||||
HH4 | 0.793 | |||||
Perceived Value (PV) | PV1 | 0.814 | 0.843 | 0.844 | 0.644 | 0.494 |
PV2 | 0.831 | |||||
PV3 | 0.761 | |||||
Omnichannel Shopping Intention (OSI) | OSI 1 | 0.794 | 0.903 | 0.904 | 0.702 | 0.498 |
OSI 2 | 0.839 | |||||
OSI 3 | 0.879 | |||||
OSI 4 | 0.838 |
PE | EE | SI | FC | HM | HH | PV | BI | |
---|---|---|---|---|---|---|---|---|
PE | 0.772 | |||||||
EE | 0.740 *** | 0.782 | ||||||
SI | 0.636 *** | 0.637 *** | 0.814 | |||||
FC | 0.611 *** | 0.712 *** | 0.438 *** | 0.727 | ||||
HM | 0.657 *** | 0.588 *** | 0.592 *** | 0.508 *** | 0.785 | |||
HH | 0.533 *** | 0.534 *** | 0.626 *** | 0.416 *** | 0.656 *** | 0.835 | ||
PV | 0.662 *** | 0.665 *** | 0.615 *** | 0.624 *** | 0.618 *** | 0.629 *** | 0.803 | |
BI | 0.702 *** | 0.639 *** | 0.638 *** | 0.464 *** | 0.693 *** | 0.661 *** | 0.673 *** | 0.838 |
Fit Indices | Estimates | Recommended Level of Acceptance |
---|---|---|
Probability level | 0.001 | <0.05 |
X2/d.f. Ratio | 1.461 | CMIN/DF < 3 |
CFI | 0.977 | >0.90 |
TLI | 0.974 | >0.90 |
IFI | 0.978 | >0.90 |
RMSEA | 0.034 | <0.05 |
Hypothesis | Model Path | Std. Coefficients | p | Comment |
---|---|---|---|---|
Hypothesis 1 | PE → OSI | 0.246 | 0.001 | Supported |
Hypothesis 2 | EE → OSI | 0.143 | 0.029 | Supported |
Hypothesis 3 | SI → OSI | 0.089 | 0.023 | Supported |
Hypothesis 4 | FC → OSI | −0.074 | 0.137 | Not Supported |
Hypothesis 5 | HM → OSI | 0.214 | 0.001 | Supported |
Hypothesis 6 | HH → OSI | 0.170 | 0.001 | Supported |
Hypothesis 7 | PV → OSI | 0.175 | 0.018 | Supported |
Model Path | Male | Female | ||
---|---|---|---|---|
Estimate | p | Estimate | p | |
PE → OSI | 0.227 | 0.001 | 0.287 | 0.001 |
EE → OSI | 0.137 | 0.017 | 0.046 | 0.367 |
SI → OSI | 0.330 | 0.001 | −0.062 | 0.494 |
FC → OSI | −0.069 | 0.392 | −0.048 | 0.438 |
HM → OSI | 0.067 | 0.372 | 0.344 | 0.001 |
HH → OSI | 0.230 | 0.001 | 0.134 | 0.005 |
PV → OSI | 0.132 | 0.059 | 0.171 | 0.019 |
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Jayasingh, S.; Girija, T.; Arunkumar, S. Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability 2022, 14, 14109. https://doi.org/10.3390/su142114109
Jayasingh S, Girija T, Arunkumar S. Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability. 2022; 14(21):14109. https://doi.org/10.3390/su142114109
Chicago/Turabian StyleJayasingh, Sudarsan, T. Girija, and Sivakumar Arunkumar. 2022. "Determinants of Omnichannel Shopping Intention for Sporting Goods" Sustainability 14, no. 21: 14109. https://doi.org/10.3390/su142114109
APA StyleJayasingh, S., Girija, T., & Arunkumar, S. (2022). Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability, 14(21), 14109. https://doi.org/10.3390/su142114109