Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

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The purpose of this study is to investigate the precursors of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The em-pirical results found that accessibility is the affecting factor of perceived ease of use, perceived usefulness, and relative advantage. The analysis figured out that monetary saving is the motivator of relative advantage. The findings verified that perceived risk is the inhibitor of relative ad-vantage. The results of the current study pointed out that continuance Intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control.

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Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustain-ability of the economy.

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In this study, omnichannel is defined as a commerce platform in which various channels can be used simultaneously based on information technology (IT) (e.g. mobile app, web, customer information processing system).

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6.2. Demographics and Results
This paper further considers the findings of the study based on the demographic in-formation of the sample. First, more than half of the respondents were in their 20s and 30s. They are Millennials and Generation Z (collectively MZ), who have relatively low formal salaries compared to generation X or baby boomers. Some college student of respondents does not have formal salaries. For them, money may be a very important factor in using omnichannel. The results of the study suggest that money savings and perceived risk have a significant effect on relative advantage. This result may be because the majority of re-spondents are in their 20s and 30s. In South Korea, people in their 20s and 30s have a high level of digital use. They recognize the utility of omnichannel only when they have easy access to it. This resulted in accessibility enhancing perceived ease, perceived usefulness, and relative advantage. Since they are very accustomed to trading activities using infor-mation devices, ease, and usefulness do not seem to guarantee continuance intention anymore. On the other hand, they can easily control their behavior regarding omnichan-nel usage. Also, generation MZ in South Korea is active in social networking. They are easily in touch with other people's opinions. In this context, attitudes and subjective norms influence continuance intention.
Second, 84.4% of the respondents had an annual income of less than 5 million won. In South Korea, this level of income is classified as low-income or middle-income. They may use omnichannel because it saves expenditure. This brings that the money saving and perceived risk influence the continuance intention via the relative advantage.
Finally, 72.9% of respondents had a bachelor's degree or higher. They have completed courses at university institutions. Because they are so accustomed to using information devices, the ease or usability of omnichannel no longer drives their continued intention to use. On the other hand, they are also easy for online commerce and social networking. This is confirmed through the results that attitude, subjective norms, and perceived be-havioral control have a significant effect on continuance intention.

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6. Discussion
6.1. Main Results
This study attempted to identify the factors affecting continuance intention in the case of omnichannel. This has been achieved by integrating the situational variables, the proximal components in TAM, and the major constructs in TPB.
The analysis showed that accessibility positively affects both perceived ease of use and perceived usefulness. These results further support the observation concluded in a previous study [45]. One possible explanation is that the easier it is for consumers to ac-cess omnichannel, the easier and more useful they perceive it. The main feature of omni-channel is that it connects sellers and consumers through all channels. If consumers easi-ly access the omnichannel at any time, they can shop more conveniently and get more help with shopping. The findings revealed that accessibility is the significant leading fac-tor of relative advantage. This implies that if omnichannel is more accessible, consumers will benefit even more. Better accessibility also means that a variety of products can be viewed through multiple channels. As a result, a higher level of accessibility informs low-er prices and offers a greater variety of products.
The study findings uncovered that money saving is the significant antecedent of rela-tive advantage. Monetary saving was found to significantly affect utilitarian shopping value on online platforms [48]. These outcomes lie in the fact that when consumers benefit from the omnichannel, they perceive its advantages more strongly. Consumers who use omnichannel to buy products at lower prices rate its relative advantage higher. Because they have a specific purpose of economic benefits, they would evaluate the relative benefits of omnichannel better. They think that omnichannel is better than regular shopping in terms of price, convenience, and assortment.
The analysis unveiled that perceived risk undermines relative advantage. It was val-idated that perceived risk hurts perceived usefulness [45] and willingness to purchase [49]. When consumers are more concerned about the safety of transactions through omni-channel, they would think that its advantages are smaller. Consumers who recognize that omnichannel is risky would be sensitive to personal and payment information. Omni-channel provides various channel information by receiving information from users in IT devices. Thus, users with a high level of perceived risk appear to believe that there are more disadvantages than relative advantages of omnichannel.
The empirical results pointed out that perceived ease of use is not significantly relat-ed to continuance intention. In contrast to the results, previous studies have verified that perceived ease of use positively affects the intention to use m-banking [45,72] and shop through a mobile device [32]. One possible explanation for these discrepancies is that the technologies and functions used in omnichannel no longer guarantee continuous use in-tentions. As the level of the digital environment continues to develop, the ease of shopping platforms may be a basic attribute, not a strategic factor.
The empirical findings showed that perceived usefulness is not a predictor of con-tinuance intention. Contrary to these findings, the significant relationship between per-ceived usefulness and intention to use was validated in related research [45,55]. It was al-so validated that perceived usefulness affects m-shopping intention [32]. The discrepancy between the results of this study and the conclusions of former works could be attributed to the following inferences. First, some consumers may not feel that omnichannel improve purchasing efficiency. Second, factors like consumer satisfaction and economic rewards would be more potent and significant in explaining omnichannel behaviors that are par-ticularly focused on economic activities. Third, the technological adoption factor may role differently in explicating the later user behavior. Lastly, continuance intention would in-crease based on price, convenience, and assortment rather than usefulness for life, speed, and efficiency in the omnichannel context. In this study, perceived usefulness gauged usefulness for life, speed, and efficiency. Relative advantages measured discount, convenience, and diversity. Researchers must thus also identify new variables needed for a plat-form focused on consuming activities to operate continuously.
The analysis found that relative advantage is significantly related to continuance in-tention. Relative advantage has been found to positively affect behavioral intention to use mobile transactions [83,84] and adopt e-commerce in the stabilization stage [60]. These observations could be explained by the reason that the advantages offered by omnichannel encourage consumers to use it further. When users receive more price discounts, are more convenient, and see more products by using the omnichannel, their intention to continue using it increases.
The results of the current study verified that attitude positively affects continuance intention. There were similar results in the former research, in which attitude enhances the purchase intention of consumers in a multichannel retail context [43] and SNS [73]. It was shown that negative attitude significantly forms a negative intention to use e-commerce [67]. These results could be explained by the reason that the more favorable perceptions consumers have of omnichannel, the more likely they are to use it. When consumers think of omnichannel use as better, smarter, and more positive, they are likely to use it more.
The results of the study triggered out that subjective norm impacts continuance in-tention. These results are in agreement with outcomes concluded in former studies [85-88]. One possible explanation for these results is the fact that when acquaintances give a good evaluation of omnichannel, consumers are more likely to continue using it. The more consumers' acquaintances support and agree to the use of omnichannel, the higher consumers' intention to continue using it.
The analysis results validated that perceived behavioral control is significantly associated with continuance intention. The significant impact of perceived behavioral control on continuance intention was confirmed in past works [87,89]. It turns out that the lower the level of perceived behavioral control, the lower the intention to use e-commerce [67]. Consumers may be more likely to use it when they have enough resources and capabilities.

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Location

10th line. (Revised Version)

From

The purpose of this study is to investigate the precursors of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The em-pirical results found that accessibility is the affecting factor of perceived ease of use, perceived usefulness, and relative advantage. The analysis figured out that monetary saving is the motivator of relative advantage. The findings verified that perceived risk is the inhibitor of relative ad-vantage. The results of the current study pointed out that continuance Intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control.

To

Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustain-ability of the economy.

1

Location

10th line.

From

The purpose of this study is to investigate the precursors of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The em-pirical results found that accessibility is the affecting factor of perceived ease of use, perceived usefulness, and relative advantage. The analysis figured out that monetary saving is the motivator of relative advantage. The findings verified that perceived risk is the inhibitor of relative ad-vantage. The results of the current study pointed out that continuance Intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control.

To

Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustain-ability of the economy.

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A total of 402 links were distributed, of which 270 responses were collected. The response rate was 67.2%. After removing the 8 insincere responses, 262 valid responses were ob-tained. This study confirmed the minimum sample size for structural equation modeling (SEM). A priori sample size calculator was used to check the minimum requirement [77]. Inputting the required information such as 0.1 anticipated effect size, 80% desired statis-tical power level, 10 number of latent variables, 29 number of observed variables as well as 0.05 probability level, the minimum required sample size is 216. Since the sample size of this study is 262, the requirement is appropriately met. Among the respondents, 125 (47.7%) are male and 137 (52.3%) are female. This has a distribution very similar to the sample collected in a recent study related to omnichannel [78]. Those in their 20s have the highest frequency with 83, followed by those in their 30s with 71. 74.4% of the participants were from the upper middle-class income group having an annual income between KRW 10–70 million (1 USD = 1,228.6 KRW approx.) and were most likely to afford to shop something using omnichannel. Table 1 details the demographic characteristics of the samples.

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The present study carried out a cross-sectional online survey. The survey approach enables the generalizability of results, replication of results, and concurrent evaluation of various elements [74]. The survey method is robust and extensively used in the quantita-tive research domain allowing researchers to reliably validate theories and models [75]. Online surveys have been used in recent research related to omnichannel [24,76]. The first page of the questionnaire explained the purpose of this study, informed consent, and aca-demic publication. Only respondents who agreed to the conduct of this study and its aca-demic publication participated in the main survey. The questionnaire body consisted of a total of three sections. The first section dealt with users' omnichannel usage frequency and devices used. The second section asked for indicators for the major constructs. The final section described the questions about the demographic information of respondents. Through the use of reverse coding projects and attention trap questions, this research made sure that attention constraints in the online survey procedure are overcome. The questionnaire collection was performed by an agency specialized in conducting a social surveys in South Korea. It selected respondents who had used omnichannel, distributed an online survey site, and encouraged responses. The agency prioritized communities of consumers with experience using omnichannel. After that, the purpose of this study was explained to each community and an online link was distributed. The agency periodically encouraged participation to increase the response rate.

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The questionnaire collection was performed by an agency specialized in conducting a social surveys in South Korea. It selected respondents who had used omnichannel, distributed an online survey site, and encouraged responses. The agency prioritized communities of consumers with experience using omnichannel. After that, the purpose of this study was explained to each community and an online link was distributed. The agency periodically encouraged participation to increase the response rate.

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The object of this paper is to clarify the antecedents of the continuance intention of omnichannel users. This work targets users who have experienced omnichannel based on IT. The scope of the study is to explain the continuance intention of omnichannel con-sumers by integrating technology acceptance theory, behavior theory, and situational var-iables.

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6. Discussion
6.1. Main Results
This study attempted to identify the factors affecting continuance intention in the case of omnichannel. This has been achieved by integrating the situational variables, the proximal components in TAM, and the major constructs in TPB.
The analysis showed that accessibility positively affects both perceived ease of use and perceived usefulness. These results further support the observation concluded in a previous study [45]. One possible explanation is that the easier it is for consumers to ac-cess omnichannel, the easier and more useful they perceive it. The main feature of omni-channel is that it connects sellers and consumers through all channels. If consumers easi-ly access the omnichannel at any time, they can shop more conveniently and get more help with shopping. The findings revealed that accessibility is the significant leading fac-tor of relative advantage. This implies that if omnichannel is more accessible, consumers will benefit even more. Better accessibility also means that a variety of products can be viewed through multiple channels. As a result, a higher level of accessibility informs low-er prices and offers a greater variety of products.
The study findings uncovered that money saving is the significant antecedent of rela-tive advantage. Monetary saving was found to significantly affect utilitarian shopping value on online platforms [48]. These outcomes lie in the fact that when consumers benefit from the omnichannel, they perceive its advantages more strongly. Consumers who use omnichannel to buy products at lower prices rate its relative advantage higher. Because they have a specific purpose of economic benefits, they would evaluate the relative benefits of omnichannel better. They think that omnichannel is better than regular shopping in terms of price, convenience, and assortment.
The analysis unveiled that perceived risk undermines relative advantage. It was val-idated that perceived risk hurts perceived usefulness [45] and willingness to purchase [49]. When consumers are more concerned about the safety of transactions through omni-channel, they would think that its advantages are smaller. Consumers who recognize that omnichannel is risky would be sensitive to personal and payment information. Omni-channel provides various channel information by receiving information from users in IT devices. Thus, users with a high level of perceived risk appear to believe that there are more disadvantages than relative advantages of omnichannel.
The empirical results pointed out that perceived ease of use is not significantly relat-ed to continuance intention. In contrast to the results, previous studies have verified that perceived ease of use positively affects the intention to use m-banking [45,72] and shop through a mobile device [32]. One possible explanation for these discrepancies is that the technologies and functions used in omnichannel no longer guarantee continuous use in-tentions. As the level of the digital environment continues to develop, the ease of shopping platforms may be a basic attribute, not a strategic factor.
The empirical findings showed that perceived usefulness is not a predictor of con-tinuance intention. Contrary to these findings, the significant relationship between per-ceived usefulness and intention to use was validated in related research [45,55]. It was al-so validated that perceived usefulness affects m-shopping intention [32]. The discrepancy between the results of this study and the conclusions of former works could be attributed to the following inferences. First, some consumers may not feel that omnichannel improve purchasing efficiency. Second, factors like consumer satisfaction and economic rewards would be more potent and significant in explaining omnichannel behaviors that are par-ticularly focused on economic activities. Third, the technological adoption factor may role differently in explicating the later user behavior. Lastly, continuance intention would in-crease based on price, convenience, and assortment rather than usefulness for life, speed, and efficiency in the omnichannel context. In this study, perceived usefulness gauged usefulness for life, speed, and efficiency. Relative advantages measured discount, conven-ience, and diversity. Researchers must thus also identify new variables needed for a plat-form focused on consuming activities to operate continuously.
The analysis found that relative advantage is significantly related to continuance in-tention. Relative advantage has been found to positively affect behavioral intention to use mobile transactions [83,84] and adopt e-commerce in the stabilization stage [60]. These observations could be explained by the reason that the advantages offered by omnichan-nel encourage consumers to use it further. When users receive more price discounts, are more convenient, and see more products by using the omnichannel, their intention to con-tinue using it increases.
The results of the current study verified that attitude positively affects continuance intention. There were similar results in the former research, in which attitude enhances the purchase intention of consumers in a multichannel retail context [43] and SNS [73]. It was shown that negative attitude significantly forms a negative intention to use e-commerce [67]. These results could be explained by the reason that the more favorable perceptions consumers have of omnichannel, the more likely they are to use it. When consumers think of omnichannel use as better, smarter, and more positive, they are likely to use it more.
The results of the study triggered out that subjective norm impacts continuance in-tention. These results are in agreement with outcomes concluded in former studies [85-88]. One possible explanation for these results is the fact that when acquaintances give a good evaluation of omnichannel, consumers are more likely to continue using it. The more consumers' acquaintances support and agree to the use of omnichannel, the higher con-sumers' intention to continue using it.
The analysis results validated that perceived behavioral control is significantly asso-ciated with continuance intention. The significant impact of perceived behavioral control on continuance intention was confirmed in past works [87,89]. It turns out that the lower the level of perceived behavioral control, the lower the intention to use e-commerce [67]. Consumers may be more likely to use it when they have enough resources and capabili-ties.

6.2. Demographics and Results
This paper further considers the findings of the study based on the demographic in-formation of the sample. First, more than half of the respondents were in their 20s and 30s. They are Millennials and Generation Z (collectively MZ), who have relatively low formal salaries compared to generation X or baby boomers. Some college student of respondents does not have formal salaries. For them, money may be a very important factor in using omnichannel. The results of the study suggest that money savings and perceived risk have a significant effect on relative advantage. This result may be because the majority of re-spondents are in their 20s and 30s. In South Korea, people in their 20s and 30s have a high level of digital use. They recognize the utility of omnichannel only when they have easy access to it. This resulted in accessibility enhancing perceived ease, perceived usefulness, and relative advantage. Since they are very accustomed to trading activities using infor-mation devices, ease, and usefulness do not seem to guarantee continuance intention anymore. On the other hand, they can easily control their behavior regarding omnichan-nel usage. Also, generation MZ in South Korea is active in social networking. They are easily in touch with other people's opinions. In this context, attitudes and subjective norms influence continuance intention.
Second, 84.4% of the respondents had an annual income of less than 5 million won. In South Korea, this level of income is classified as low-income or middle-income. They may use omnichannel because it saves expenditure. This brings that the money saving and perceived risk influence the continuance intention via the relative advantage.
Finally, 72.9% of respondents had a bachelor's degree or higher. They have completed courses at university institutions. Because they are so accustomed to using information devices, the ease or usability of omnichannel no longer drives their continued intention to use. On the other hand, they are also easy for online commerce and social networking. This is confirmed through the results that attitude, subjective norms, and perceived be-havioral control have a significant effect on continuance intention.

6.3. Interview
This study conducted interviews with four of the survey respondents to find out the real meaning of the research results. Putting their stories together, consumers naturally use omnichannel in the process of searching for products. They access Internet portals or favorite e-commerce sites through mobile phones. Some users access the sales site by clicking on advertisements that appeared while on social media. In only a few scenes above, multiple channels are utilized: web portal, e-commerce, and channels through so-cial media. Consumers who search for a product check several pieces of information to make a decision. They review information on price, purchase reviews, color, size, and fit through multiple channels. At the purchase stage, omnichannel is utilized according to the payment situation of consumers. Consumers who have a credit card VISA would find a channel that provides the benefits of the card. Consumers who have portal mileage may access the associated channels and make purchases. Considering the above process, users use omnichannel for various reasons such as convenience, price, and utility. In addition, they use omnichannel in all stages of a search, decision, and purchase.

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7.1. Implications for Theory
This paper makes several academic contributions. First, it comprehensively reflected technological factors (accessibility, perceived ease of use, and perceived usefulness), eco-nomic factors (monetary saving), risk-related factors (perceived risk), and behavioral fac-tors (attitude, subjective norms, and perceived behavioral control) to explain continuance intention of omnichannel consumers. Consumers encounter various channels such as smartphones, mobile apps, and websites in the process of purchase. In addition, they car-ry out planned actions to carry out economic activities. This study contributes to the ex-isting literature in that it performed a multi-dimensional analysis to describe omnichan-nel customer behavior. Researchers can use the results of this work to analyze the behav-ior of omnichannel users in more depth. As well, they will be able to try to apply other theories such as the UTAUT [28] or expectation-confirmation model (ECM) [90].
Second, this study contributes to the field of IT by empirically examining the impact of technology acceptance factors on continuance intention. Contrary to the previous stud-ies validating or modifying TAM [26,55,91-94], the results show that perceived ease of use and perceived usefulness do not influence continuance intention. The different findings of this study from former works can be explained by the following reasons. First, in the cur-rent ICT environment, a large number of devices have achieved a sufficient level of ease and usefulness. This means that easiness no longer guarantees continuance intention. Second, consumers mainly use omnichannel in the process of purchasing. Thus, variables such as consumer satisfaction and economic benefits can be stronger and more effective in explicating the omnichannel behaviors specialized in economic activities. Last, the tech-nology acceptance factor may have different effects on the later behavior of the accepted technology. Consistent with the results of this paper, it was revealed that the key factors of behavior vary according to the stage of introduction of e-commerce [60]. Hence, research-ers need to additionally discover new variables required for the continuous operation of a platform specialized in consumption activities. More specifically, the insignificant rela-tionship between perceived usefulness and continuance intention can be expounded by the following reasons. Most of the ITs for end users currently on the market are intuitive and easy to use. Omnichannel utilizes various IT devices. Modern omnichannel consum-ers have a high level of digital device capabilities. In this sense, ease of use no longer seems to drive continuance intention. The insignificant association between perceived usefulness and continuance intention can be attributed to the following facts. This study included both perceived usefulness and relative advantage. Looking at the indicators of both constructs, the relative advantage is more specific to shopping and more comprehen-sive than perceived usefulness. For this reason, the relative advantage seems to have dominated the role of perceived usefulness. Even if the proposed two paths were rejected, this article contributes to the academic world by confirming that the roles of perceived ease and perceived usefulness can vary depending on the subject and other variables within the model.
Third, this work is meaningful in that it explains the intentions of omnichannel users by applying the TPB. Omnichannel expands consumers' purchasing pathways by providing a variety of channels. The results of this study show that continuance intention is significantly affected by attitude, subjective norm, and perceived behavioral control. Be-cause omnichannel offers advantages to consumers in terms of choice, price, and efficien-cy, consumers shape favorable attitudes toward it. Along with this, consumers' acquaint-ances would have agreed and supported the use of omnichannel. Since using omnichan-nel does not cost much money or time, consumers can easily control their behavior in us-ing it. Consequently, attitudes, subjective norms, and perceived behavioral control pro-mote sustained intention to use. Therefore, researchers need to suggest concrete ways to improve consumers' attitudes toward omnichannel. It would be worthwhile to come up with a way to highlight that there are new advantages such as economic benefits and procedural advantages through omnichannel. Based on the significance of subjective norms, scholars can consider enhancing the continuous intention by utilizing the positive word-of-mouth effect of omnichannel. In addition, it is possible to improve the sustaina-bility of omnichannel in academia by reducing the resources or conditions required to use omnichannel. TPB explains human behavior and consumption as one of the representa-tive human activities. On this basis, TPB was also confirmed well in the behavior of om-nichannel users. This study has academic significance in that it confirmed and strength-ened TPB while elucidating the behavior of omnichannel users.
Fourth, this article makes a valuable contribution by clarifying the role of accessibility in the formation of continuance intention. The analysis results proved that accessibility affects perceived ease of use, perceived usefulness, and relative advantage. In particular, it has a very strong influence on perceived ease of use and perceived usefulness. This may be because omnichannel has the main characteristic of providing multiple channels. When consumers have more access to omnichannel, they find it very manageable and useful. As such, scholars need to devise multiple measures to enhance the accessibility of omnichannel. Devices used for omnichannel must be able to provide various channels for specific products. The device interface needs to effectively express channel information to realize these functions well. Therefore, the UI/UX of devices used for omnichannel needs to be continuously strengthened.
Fifth, this research provides a new contribution by balancing the factors that shape or hinder the relative advantages of omnichannel. The analysis suggests that accessibility and monetary savings create relative advantages. On the other hand, risk undermines rel-ative advantages. Scholars can design engineering methods to improve channel accessi-bility. If network stability and information processing capacity are strengthened in the 5G environment, accessibility can be improved.
Last, the present study makes new and remarkable contributions to the sustainability of the economy as follows: It identified the main factors leading to the intention to contin-ue using the omnichannel. Based on the results of this study, researchers can seek various ways to sustain omnichannel. Omnichannel supports companies to provide several channels using information devices. By implementing omnichannel, companies can re-duce labor costs, establish more efficient contact points with customers, and ultimately increase sales. Omnichannel effectively supports consumers’ decision-making. It allows consumers to see more products, buy them at lower prices, and incur less cost and effort. As above, omnichannel promotes the sustainability of the economy by providing benefits to both businesses and consumers.

7.2. Implications for Practice
This study provides several practical implications as follows. First, the analysis re-veals that accessibility enhances all of omnichannel's ease, usefulness, and relative ad-vantages. Therefore, developers need to continuously build conditions for consumers to access omnichannel more conveniently. In addition, the management will need to make it possible for consumers to access and enjoy various online benefits even in offline stores. This will positively improve the store experience for consumers, and the results will di-rectly impact corporate sales.
Second, monetary saving raises relative advantage, while risk decreases it. Thus, marketers need to select active consumers and provide monetary benefits such as coupons and mileage. At the same time, it would be beneficial to imprint the benefits of omnichan-nel by providing full support for subscription gifts or discounts to new customers. The corporate security team needs to keep customers' personal information and transaction history safe to avoid any financial incidents. Recently, spear phishing emails are causing enormous damage. Under these circumstances, it would be effective to run a system that blocks attacks by tracing back the email sender's address in real-time [95,96].
Third, this paper also confirmed TPB in the omnichannel case. Marketers need to promote in various ways by emphasizing that customers can make more effective pur-chases through omnichannel. They can devise advertisements using celebrities or full economic promotion. Omnichannel designers should configure customer-friendly so that consumers can comfortably use omnichannel without consuming large resources.
Finally, the results of this study have practical significance in that they can be ap-plied to public policies such as health and transportation. For example, citizens may want to check various routes to get a corona vaccine. Omnichannel can direct citizens to hospi-tals that are close to them, have low queues, and prescribe certain types of vaccines. Om-nichannel can also be effectively used in the logistics industry. Securing channel diversity is a very important success factor as well. Manufacturers would use the omnichannel platform to investigate and utilize various channels such as train, air, and ship.

Construct

Definition

Accessibility

[29]

The degree to which consumers can access several channels using omnichannel (i.e. access timing, connection, and place)

Monetary Saving [97]

The extent to which consumers save money using omnichannel (i.e. lower price and payment cost)

Perceived Risk [40]

Consumers' subjective assessment of the potential unclear negative values from an omnichannel (i.e. monetary transaction and promotional campaign)

Perceived

Ease of Use

[26]

The extent to which consumers believe that using an omnichannel would be free of effort (i.e. clarity, mental effort, and easiness)

Perceived Usefulness

The degree to which consumers believe that using an omnichannel may improve shopping performance (i.e. usefulness in life, speed, and efficiency)

Relative

Advantage

[98]

Relative benefits of using omnichannel over other alternatives (i.e. discount, convenience, and variety)

Attitude

[34]

Level of positive judgment on omnichannel held by a consumer (i.e. good idea, smart, idea, and positive idea)

Subjective

Norms

[34]

Consumers belief that the majority of individuals who are significant to them believe they should or should not engage in the omnichannel (i.e. support, understanding, and agreement)

Perceived

Behavioral

Control

[34]

Consumers' belief in their competence to carry out an omnichannel (i.e. ability, confidence, and resources)

Continuance

Intention

[99]

Degree of intention to continue to use omnichannel (sustainability, increase, and willingness)

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The purpose of this study is to investigate the precursors of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The em-pirical results found that accessibility is the affecting factor of perceived ease of use, perceived usefulness, and relative advantage. The analysis figured out that monetary saving is the motivator of relative advantage. The findings verified that perceived risk is the inhibitor of relative ad-vantage. The results of the current study pointed out that continuance Intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control.

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Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustain-ability of the economy.

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Second, this paper explains the perceived ease of use, perceived usefulness, and rela-tive advantage based on accessibility which is the most important technological factor in omnichannel.

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Second, this work explains the perceived ease of use, perceived usefulness, and rela-tive advantage based on accessibility which has been verified as the crucial technolog-ical factor in omnichannel [29-31].

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3.4. Relative Advantage
Relative advantage deals with the advancement of existing conditions drawn from the innovation, such as economic benefits, cost savings, and convenience [52,53]. It positively leads to the stabilization of e-commerce after adoption [54]. If omnichannel promotes the efficiency and effectiveness of consumers, they are more likely to take advantage of it. Accordingly, this study establishes the following hypopaper.

H4. Relative advantage has a positive influence on continuance intention.

3.5. Perceived Ease of Use
Perceived ease of use is conceptualized as the extent to which an individual be-lieves that using a certain system would be free of effort [26]. Past studies have re-vealed that perceived ease of use directly affects the intention to use m-shopping [29,55]. Omnichannel is a combination of various channels and information. Because it is a complex system, it should be developed so that users can easily understand it. The easier an omnichannel platform is to use, the more likely consumers are to continue using it. Hence, this study predicts that perceived ease of use elevates the level of con-tinuance intention.

H5. Perceived ease of use has a positive influence on continuance intention.

3.6. Perceived Usefulness
Perceived usefulness is justified as the degree to which a person believes that us-ing a system may improve job performance [26]. It has been validated as the dominant antecedent of continuance intention in various information systems [56-58]. If omni-channel enables consumers to obtain more useful information and shop more effec-tively, they will continue to use it. Thus, the present research surmises that perceived usefulness accelerates the formation of continuance intention.

H6. Perceived usefulness has a positive influence on continuance intention.

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3.4. Perceived Ease of Use
Perceived ease of use is conceptualized as the extent to which an individual be-lieves that using a certain system would be free of effort [26]. Past studies have re-vealed that perceived ease of use directly affects the intention to use m-shopping [32,54]. Omnichannel is a combination of various channels and information. Because it is a complex system, it should be developed so that users can easily understand it. The easier an omnichannel platform is to use, the more likely consumers are to continue using it. Hence, this study predicts that perceived ease of use elevates the level of con-tinuance intention.

H4. Perceived ease of use has a positive influence on continuance intention.

3.5. Perceived Usefulness
Perceived usefulness is justified as the degree to which a person believes that us-ing a system may improve job performance [26]. It has been validated as the dominant antecedent of continuance intention in various information systems (ISs) [55-57]. If omnichannel enables consumers to obtain more useful information and shop more ef-fectively, they will continue to use it. Thus, the present research surmises that per-ceived usefulness accelerates the formation of continuance intention.

H5. Perceived usefulness has a positive influence on continuance intention.

3.6. Relative Advantage
Relative advantage deals with the advancement of existing conditions drawn from the innovation, such as economic benefits, cost savings, and convenience [58,59]. It positively leads to the stabilization of e-commerce after adoption [60]. If omnichannel promotes the efficiency and effectiveness of consumers, they are more likely to take advantage of it. Accordingly, this study establishes the following hypopaper.

H6. Relative advantage has a positive influence on continuance intention

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The questionnaire collection was performed by an agency specialized in conducting a social survey in South Korea. It selected respondents who had used omnichannel, dis-tributed an online survey site, and encouraged responses.

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The questionnaire collection was performed by an agency specialized in conducting a social surveys in South Korea. It selected respondents who had used omnichannel, distributed an online survey site, and encouraged responses. The agency prioritized communities of consumers with experience using omnichannel. After that, the pur-pose of this study was explained to each community and an online link was distributed. The agency periodically encouraged participation to increase the response rate. The survey was performed from April to May 2022. A total of 402 links were distributed, of which 270 responses were collected. The response rate was 67.2%.

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The findings of this study showed that perceived usefulness is not a predictor of continuance intention. Contrary to these findings, the significant relationship between perceived usefulness and intention to use was validated in related research [43,56]. It was also validated to affect m-shopping intention [29]. Some consumers may not feel that omnichannel improves purchasing efficiency.

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The empirical findings showed that perceived usefulness is not a predictor of con-tinuance intention. Contrary to these findings, the significant relationship between perceived usefulness and intention to use was validated in related research [45,55]. It was also validated that perceived usefulness affects m-shopping intention [32]. The discrepancy between the results of this study and the conclusions of former works could be attributed to the following inferences. First, some consumers may not feel that omnichannel improve purchasing efficiency. Second, factors like consumer satis-faction and economic rewards would be more potent and significant in explaining om-nichannel behaviors that are particularly focused on economic activities. Third, the technological adoption factor may role differently in explicating the later user behavior. Lastly, continuance intention would increase based on price, convenience, and assort-ment rather than usefulness for life, speed, and efficiency in the omnichannel context. In this study, perceived usefulness gauged usefulness for life, speed, and efficiency. Relative advantages measured discount, convenience, and diversity. Researchers must thus also identify new variables needed for a platform focused on consuming activities to operate continuously.

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A concrete example of omnichannel could be buying sports apparel (though online or offline). Consumers use information devices to check various types of clothes, prices, and store locations. When consumers can access omnichannel anytime and anywhere, they would be satisfied with it. As well, omnichannel users can save money by making purchases in the channel that offers the most reasonable price. Some con-sumers ask the clerk for the Internet price after viewing products in the store. After-ward, they purchase the product at a lower price. In the process, some consumers may be reluctant to enter their personal or payment information on online devices and the web. They may be negative about the non-face-to-face transaction itself. Based on the above examples, consumers can gain a relative advantage compared to conventional transactions. Since omnichannel provides more information and allows consumers to buy products at lower prices, they would form favorable attitudes toward it. Neighbors also recommend using it and agree to use omnichannel not only for sports apparel but also for purchasing other products. Because using omnichannel is easily possible with a smartphone, people can participate with few resources. The examples above demon-strate business transformation for a sustainable economy. Through the convergence of information devices and brick-and-mortar stores, omnichannel can systematically pro-vide a viable solution to the major economic subjects (i.e. sellers, consumers, and plat-form providers) in a transforming economy. It benefits companies from a customer re-lationship management, inventory operation, and revenue perspective. It also provides consumers with a better environment than traditional transactions in terms of effi-ciency, price, convenience, and comparison. It accelerates the field of information and communication technology by pioneering the platform business area for multichannel. In the current economic environment, where omnichannel is widespread and contin-uously evolving, sellers, consumers, and distributors will be more inclined to exploit its possibilities. Thus, economic sustainability can be strengthened.

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Finally, this research makes a valuable contribution to the sustainability of the econo-my by identifying the factors affecting the intention to continue using omnichannel. Omnichannel offers consumers price discounts, channel diversity, and a wider range of choices. It provides companies with benefits such as market expansion, reduced op-erating costs, and strengthened relationships with customers. Omnichannel research-ers can create a more improved multichannel platform based on the results of this study. Working-level officials can create a more effective trading environment for both businesses and consumers by reflecting the study results. Companies and consumers, the main players in the economy, will be able to enjoy better benefits through the om-nichannel.

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Third, this work is meaningful in that it explains the intentions of omnichannel users by applying the TPB. Omnichannel expands consumers' purchasing pathways by providing a variety of channels. The results of this study show that continuance inten-tion is significantly affected by attitude, subjective norm, and perceived behavioral control. Because omnichannel offers advantages to consumers in terms of choice, price, and efficiency, consumers shape favorable attitudes toward it. Along with this, con-sumers' acquaintances would have agreed and supported the use of omnichannel. Since using omnichannel does not cost much money or time, consumers can easily control their behavior in using it. Consequently, attitudes, subjective norms, and per-ceived behavioral control promote continuance intention. Therefore, researchers need to suggest concrete ways to improve consumers' attitudes toward omnichannel. It would be worthwhile to come up with a way to highlight that there are new ad-vantages such as economic benefits and procedural advantages through omnichannel. Based on the significance of subjective norms, scholars can consider enhancing the continuous intention by utilizing the positive word-of-mouth effect of omnichannel. In addition, it is possible to improve the sustainability of omnichannel in academia by reducing the resources or conditions required to use omnichannel. TPB explains hu-man behavior and consumption as one of the representative human activities. On this basis, TPB was also confirmed well in the behavior of omnichannel users. This study has academic significance in that it confirmed and strengthened TPB while elucidating the behavior of omnichannel users.

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Last, the present study makes new and remarkable contributions to the sustaina-bility of the economy as follows: It identified the main factors leading to the intention to continue using the omnichannel. Based on the results of this study, researchers can seek various ways to sustain omnichannel. Omnichannel supports companies to pro-vide several channels using information devices. By implementing omnichannel, com-panies can reduce labor costs, establish more efficient contact points with customers, and ultimately increase sales. Omnichannel effectively supports consumers’ deci-sion-making. It allows consumers to see more products, buy them at lower prices, and incur less cost and effort. As above, omnichannel promotes the sustainability of the economy by providing benefits to both businesses and consumers.