ABSTRACT

The global retail industry has faced a doomsday scenario owing to the impact of the
COVID-19 pandemic. This has resulted in a shift in purchasing habits. The supply chain
was unexpectedly disrupted. Retailers suffer a major cashflow crisis as a result of poor
management. As a result, there will be a retail apocalypse with store closures. Retailers are
discovering out how to influence customers' shopping habits quickly. In such a perilous
situation, omnichannel retailing is predicted to flourish. Take up the work of turmoil When
it comes to shopping, omnichannel is the way to go. Consumers have concerns about data
security and privacy. Practitioners and scholars have started looking into the problems.
Using data from respondents using the PLS-SEM approach This According to the findings,
perceived benefits are influenced by the breadth of choice, consistency of material, and
personalization, but data privacy and security are influenced by data privacy and security
concerns. This study also shows that consumers will intend to shop on omnichannel if they
believe the benefits are more than the risks
 INTRODUCTION

As a result of the COVID-19 epidemic, the worldwide retail industry is seeing a significant
shift in consumer behavior. It has reduced foot traffic in shopping areas and will promote
online shopping behaviors. COVID-19 is essentially a personal tragedy, but it has sent
worldwide economic shockwaves throughout the global supply chain (Baker et al., 2020).
The traditional shopping system is under threat as a result of the social distancing policy
(Wu & Chang, 2016). Several shops have also been experiencing cash flow issues as a
result of supply chain disruptions. As a result, the pandemic is producing a retail
apocalypse, with many stores closing their doors. Retailers are pondering how to stay afloat
in this new environment, as well as how to modify consumer shopping habits. to deal with
the adoption of strategic omnichannel management may be able to address the global retail
catastrophe (Kizgin et al., 2019). The use of omnichannel strategies may be able to mitigate
the upheaval in the retail scene in the near future (Ossorio, 2019).

Consumers benefit from omnichannel shopping platforms because they give seamless
service. satisfaction, particularly during the COVID-19 pandemic, when people are
terrified of breaking social distance standards by leaving the house (Hure et al., 2017).
Despite the fact that buyers are complacent in their use of omnichannel buying techniques
during the COVID-19 epidemic. They're also concerned about the security of online buying
transactions and the protection of their personal information (Chatterjee, 2018). There was
no existing literature that looked into how, in such a dire position, the retail apocalypse
could be averted globally by smart omnichannel management.
 OBJECTIVE

The objective of this paper is to study and evaluate the implications the pandemic has had
on its business, both in terms of the closing of its traditional brick-and-mortar stores and in
the opening of online stores, which significantly enhanced the company’s performance
during these turbulent times. This study also focuses on how the pandemic has impacted
consumer behaviors sustainability initiatives have helped it to survive the competition in
the global market. Further, this study proposes a new digital strategy to mitigate the risks
associated with the pandemic.

The study aims to address the following objectives in order to close the gap.

→ To examine the global retail apocalypse during the COVID-19 pandemic using
strategic omnichannel management.
→ To investigate the impact of data privacy and data security on intention to use
omnichannel for shopping.
→ To investigate the moderating role of incentivization and regulation for intention to
use omnichannel for shopping

The remainder of the paper is organized as follows. The existing literature is examined in
the next part, followed by the theoretical underpinning and construction of our conceptual
model. After that, statistical approaches are used to validate the model. Following that, the
findings are discussed. Finally, the theoretical and practical consequences are discussed,
followed by limitations and the study's future scope, as well as a thorough conclusion.
 LITERATURE REVIEW

Shen et al. (2018, p. 11) defined omnichannel as ‘a unified approach that manages channels
as intermingled touch points to allow consumers to have a seamless experience within an
organization’. Several studies discussed different dimensions of omnichannel (Lee et al.,
2019; Li et al., 2018).

Some studies nurtured the various interpretations of omnichannel management and other
studies dealt with strategies on omnichannel (Shen et al., 2018). And other studies
discussed about the effects of omnichannel management (Hure et al., 2017; Mishra, 2020).

There are many channels for shopping, but recently there is a tendency to integrate all the
channels to try to derive the benefits of the channels at the same time (Baber et al., 2020).
Management of the new channels should not be construed as multi but omni which means
‘all’ and ‘universal’ (Akter et al., 2020; Hossain et al., 2019).

Consumers in the COVID-19 pandemic must have flexibility in taking their buying
decisions (Alaimo et al., 2020; Li et al., 2018). Omnichannel management has opened a
scope for retailers to collect personal information of shoppers, although shoppers are
concerned that their personal information could be misused (Le & Nguyen-Le, 2020).
Therefore, consumers are concerned about privacy risks, which affect their intention to use
omni channels (Nofer et al., 2014).

Shoppers would use online channels only when they are sure that the benefits outweigh the
risks. This concept conforms with privacy calculus theory (Laufer & Wolfe, 1977). The
literature review shows that the extant literature on omnichannel management has not
identified the underlying dimensions and has not focused on the recent trend regarding
business in the omnichannel context.
The World Health Organization officially considered the deadly COVID-19 virus on 11
March 2020 (Armani et al., 2020). Although the reasons for its sudden appearance are
unknown, on December 2019, the COVID-19 pandemic is believed to have emerged in
Wuhan, China. The intensity of the virus varies from individual to individual, ranging from
mild symptoms of raised body temperature, dry cough, and shortness of breath to severe
respiratory problems in certain critical cases. A large number of such severe cases have
caused hospitalizations and even deaths (Zhou et al., 2020b).

The operations of many organizations were greatly affected as the outbreak spread across
the globe, with impacts on both production and consumption occurring (Ivanov, 2020). The
characteristic nature of the pandemic being unprecedented, many businesses were
overwhelmed by the pandemic and/or were exposed to huge risk. Ernst & Young (Ernst &
Young, 2020)

conducted a survey in 2019 and found that out of 500 senior board members globally, only
20% of executives were confident that their companies were ready to respond to a large
adverse risk.

Although most short- or medium-term impacts of the pandemic are easily recognizable, the
long-term implications remain uncertain. COVID-19 has damaged many lean and
globalized SC structures (Araz et al., 2020);

it was recorded that out of 1000 Fortune companies, 94% have experienced pandemic-
driven supply chain disruptions (Sherman, 2020).

Because of this, many organizations had to re-design supply chains, improve on their
resilience, and reexamine their networking with suppliers to reduce systemic risks.
 THEORITICAL BACKGROUND

This study has used Rogers (1995) innovation diffusion theory (IDT) to interpret consumer
intention to use omnichannel for shopping. This theory posits that ‘an innovation is
communicated through certain channels over time among the members of the social
system’ (Rogers, 1995, p. 5). Rogers (1995, p. 11) also interpreted innovation as ‘an idea,
practice, or object that is perceived as new by an individual or another unit of adoption’.
Our study analyzed peoples’ perceptions of omnichannel experience and innovation
specialties and their intention to use omnichannel for shopping. IDT explains that the
process of adopting omnichannel shopping is important. IDT proposes five innovative
antecedents: compatibility, relative advantage, complexity, observability, and trialability.
However, other studies highlighted those antecedents for innovation diffusion depend on
the situation (Alalwan et al., 2017). And other studies have included other innovation
factors in the IDT model, such as image, cost, risks, usefulness, system quality, and security
(Alalwan et al., 2017). In any case, some of these characteristics do not suit the
omnichannel context, as they seem to have failed to capture evaluations of innovation,
which are content specific. We felt that IDT is appropriate to interpret intention to use
omnichannel shopping. Through IDT, our study attempted to uncover the underlying
architecture for intention to use omnichannel for shopping instead of focusing on different
omnichannel attributes (Lee et al., 2019). For this, flexible options, namely consumers’
breadth of choice, consistency of content, and customization, are considered relevant for
being nearly identical to compatibility. IDT considers these factors as valuable predictors
towards intention to use omnichannel for shopping (Rogers, 1995). Besides, the concept of
privacy became important as individuals proceeded to use the new system. Privacy has
become a strategic ingredient (Casadesus-Masanell & Hervas-Drane, 2015). Shopping
online might impair shoppers’ privacy as retailers might misuse shoppers’ personal
information. But the process of disclosing personal information is associated with assessing
cost-benefits. This is in conformity with privacy calculus theory (Laufer & Wolfe, 1977).
Development of hypothesis and conceptual model

Consumer choice breadth (CB)

CB is conceptualized as the extent to which a consumer can choose alternative channels

for a given service and can accomplish the preferred tasks through a particular channel
(Akter et al., 2020). In channel-service configuration, better retailers will allow consumers
to place orders online or offline. The retailers offer consumers a superior experience than
those who allow consumers to place orders either online or offline (Chatterjee, 2019). With
omnichannel retailer, consumers may learn about a product or service online, assess its
quality in the physical store, and then order it online on another channel (Hure et al., 2017).
CB brings flexibility towards switching channels at each stage of the shopping process,
reduces risk, and enhances benefits (Juaneda-Ayensa et al., 2016). Accordingly, the
following hypothesis is proposed. H1a: Consumer choice breadth (CB) significantly and
positively impacts consumers’ perceived benefits (PB) of omnichannel shopping.

Content consistency (CC)

CC refers to retailers providing the same service or information across different channels.
With CC, a consumer will obtain identical responses to an enquiry from either a physical
channel or an online channel. Retailers who provide consistent content can pull more
consumers compared to those who do not. CC is important for developing a seamless and
valuable shopping experience (Cox, 2016). Inconsistent content will frustrate consumers
and cause them to move from channel to channel (Li et al., 2018). In the context of
consumers’ shopping experience, CC helps to shorten the consumption process.
Consumers prefer it and, thus, become more engaged, as they perceive its value. These
inputs help to formulate the following hypothesis. H1b: Content consistency (CC)
positively and significantly impacts consumers’ perceived benefit (PB) of omnichannel
shopping.
Customization (CU)

CU is conceptualized as the extent to which consumers can get personalized, tailored

service in the context of omnichannel shopping (Wang et al., 2013). CU is considered an
important criterion for the evaluation of consumer experience of digital retailing (Arfaoui
et al., 2019). Advanced technology manages consumer data across the channels. With
technology, retailers can analyze consumer behavior and can provide customized services,
including customized purchase recommendations with location-based services (Belyaeva
et al., 2020). Customized service could help to reduce such risk as the consumers can make
better-informed purchases (Vrontis et al., 2017). Customized service enhances consumers’
confidence, as they would believe that omnichannel retailers sincerely care about their
demands and needs (Ghosh et al., 2019). Accordingly, we propose the following
hypothesis. H1c: Customization (CU) positively and significantly impacts consumers’
perceived benefits (PB) of omnichannel shopping.

Data privacy (DP)

Malhotra et al. (2004) said that DP is associated with the collection of data and its
unauthorized access and usage. Other studies (Nofer et al., 2014) highlight that it is
concerned with peoples’ feelings about the collection and preservation of their personal
data. Westin (1967) observed that DP is associated with decision-related informational
aspect. It is concerned with an individual’s right to determine how, when, and to what
extent personal data (information) can be shared with others. Issue of privacy of data is
considered as a strong influential factor in one’s initial use of a new technology and its
acceptance (Chatterjee, 2019). Accordingly, the following hypothesis is derived. H2a:
Issue of data privacy (DP) positively and significantly impacts consumers’ perceived risks
(PR) to use omnichannel shopping.
Data security (DS)

DS is an important factor impacting users’ levels of trust (Chatterjee et al., 2017). The
importance of DS should not be neglected, as it plays an important role in online shopping
JOURNAL OF STRATEGIC MARKETING Moreover, Devraj et al. (2002) empirically
highlighted that the individual will align to use an IT system if the individual perceives that
the system is free from any security threat. Again, a user’s online experience leads the user
to be more concerned about the security of personal data (Chatterjee, 2018). This
experience drives users to use the online system for shopping. In terms of the above inputs,
the following hypothesis is derived. H2b: Robust data security (DS) decreases consumers’
perceived risk (PR) to use omnichannel for shopping.

Perceived benefit (PB), perceived risk (PR), and intention to use omnichannel for shopping
(IOS) There are several studies that dealt with matters of information disclosure. These
studies have focused on the importance of hedonic benefits in risk-benefit tradeoffs. The
concept of hedonic benefit, related with issues of information disclosure, is concerned with
acquiring privileges that include personalization (Chatterjee, 2019), enjoyment, and
pleasure (Hui et al., 2007). An individual, while performing a behavior for action, seems
to strive to maximize positive outcomes, or benefits. At the same time, the individual tries
to minimize the negative outcomes. This is conceptualized as risk (Sun et al., 2015). This
concept is supported by privacy calculus theory (Laufer & Wolfe, 1977). As such, we
ideate to formulate the following hypotheses.

H3: Perceived benefit (PB) positively impacts consumers’ intention to use omnichannel
for shopping (IOS). H4: Perceived risk (PR) negatively impacts consumers’ intention to
use omnichannel for shopping (IOS).
Moderating effects of incentivization (INV) and regulation (REG)

In this study, we have used two moderators, INV and REG, on the two linkages H3
(PB→IOS) and H4 (PR→IOS), respectively. The COVID-19 outbreak appears to have
triggered an alarming global crisis affecting the daily life of society. Governments of
different countries have mandated social distancing and banned at least non-essential
services in many countries during the pandemic (Baker et al., 2020). In this situation,
neither retailers nor consumers had any alternative other than to resort to online systems.
To attract consumers, retailers provided several incentives for consumers to buy products
or services through different channels. Incentives include discounts in some channels,
coupons in other channels, bundled products (buy one get one), and so on. The shoppers
search for that specific channel which maximizes their incentives. In this context, INV
moderates the relationship between PB and consumers’ intention to use omnichannel for
shopping (IOS). Accordingly, the hypothesis is prescribed as follows.

H5: Incentivization (INV) acts as an effective moderator to impact the relationship between
consumers’ perceived benefit (PB) and their intention to use omnichannel for shopping
(IOS).

As already mentioned, during the COVID-19 pandemic, retailers have had to offer their
products and services online, and consumers have no alternative other than to use online
systems. But such online systems have exposed vulnerability issues regarding consumers’
personal DS. Fraudsters may hack the personal data of prospective consumers from
different online platforms (Chatterjee, 2019). This may be mitigated if a consistent
regulation is imposed and executed in a pragmatic manner. The effective implementation
of the regulation can keep the hacking in check. This ideates to hypothesize as follows.

H6: Regulation (REG) acts as an effective moderator to impact the relationship between
consumers’ perceived risk (PR) and their intention to use omnichannel for shopping (IOS).
With all these inputs, the following model (Figure 1) is developed conceptually.
Research methodology

For validating the model, partial least squares (PLS)–structural equation modelling (SEM)
has been preferred since it yields better results to analyze an exploratory study with no
sample restriction (Akter et al., 2017; Hair et al., 2018). This PLS-SEM technique analyzes
survey responses that were obtained from a structured set of questions (questionnaire). We
have quantified the responses using a 5-point Likert scale.

Research instrument

To conduct the survey, a set of questions was sent to prospective respondents. To prepare
the questionnaire, we referred to the constructs after consulting extant literature. After
preparing the instruments, we pre-tested the questionnaire with a small sample of
respondents. From the feedback, we eliminated unproductive questions and added some
relevant questions. We asked six experts in the domain of our study for their opinions which
helped us to improve the readability and understandability of the questions’ wordings. To
fine-tune the questions, we also conducted a pilot test with 60.

The Conceptual model

samples (Carpenter, 2018). The pilot test helps to eliminate wording errors of the items.
Through the series of rectification processes, 32 questions were prepared. All the questions
were close-ended questions in the form of statements. We prepared the response sheets
which contained five options from Strongly Disagree (SD) as 1 to Strongly Agree (SA) as
5. Each participant was asked to tick mark one option out of five for each question.

Data collection strategy

To test our hypotheses, the authors used an online survey to collect data. They also sent
invitations to prospective respondents through advertisements in online portals as well as
through personal contacts in their networks. To reach prospective respondents, we
campaigned for one month (July 2020) on different online platforms. We attempted to
include those respondents who are more than 18 years with interest in mobile apps and
social networking. Upon login, the prospective respondents would learn the details of the
research. Again, to enhance the number of prospective respondents, we also posted this
research information on the researchers’ personal fan pages. Information of the research
contains a response sheet, with a guideline on how to complete the questionnaire, and a
statement assuring that respondents’ identities would remain confidential and their
anonymity would be strictly preserved. These attempts were made to improve the response
rate (Chidlow et al., 2015). Through this effort, we received 401 responses. We scrutinized
these responses and found that 14 responses were incomplete, which we disregarded. We
began our PLSSEM analysis with 387 usable respondents against 32 instruments. The
detail information of the respondents is provided in Table 1.
Data analysis and results

Assessment of the measurement properties and discriminant validity test Convergent

validity of each item towards its corresponding construct has to be verified. For this, each
item’s loading factor (LF) is measured. To verify validity, reliability, consistency, and
multicollinearity defect for each construct, we measured average variance extracted
(AVE), composite reliability (CR), Cronbach’s alpha (α), and variance inflation factor
(VIF). It is found that all the values are within the allowable range. The results are shown
in Table 2. Again, we have estimated the bi-factor correlation coefficients of the constructs
and have found that all the estimated values are less than the square roots of AVEs. It
confirms the criterion envisaged by Fornell and Larcker (1981). The results are shown in
Table 3.
Common method variance (CMV)

The study has been conducted on self-reported data. Hence, common method variance test
is required (Hossain et al., 2020). To minimize the chance of bias in the respondents’ replies
to the survey, they were assured that their identities would not be disclosed. To confirm
that there is no CMV, a single factor test (SFT) (Harman, 1976) was conducted. On
analysis, first factor emerged to be 36.88% of the variance. This estimate is less than 50%,
which is the highest cutoff value. As recommended by Podsakoff et al. (2003). It confirms
that the data were unbiased, and the prediction of this study could not be distorted.

Verification of the effects of moderators

For ascertaining the effects of the moderators, INV and REG, we have used Multi Group
Analysis with bootstrapping procedure considering 5000 resamples. The analysis shows
that for two categories of INV and REG, the p-value differences for impacts of INV on H3
and REG on H4 are both less than 0.05 and as such the effects of the moderators are
significant (Hair et al., 2016). The p-value differences are 0.02 and 0.01 for INV and REG,
respectively.
Assessment of structural equation modeling (SEM) for testing hypotheses

The hypotheses were tested with a blindfolding process using the accelerated and bias
correlated bootstrapping procedure with 5000 resamples. With this, Q2 was 0.66,
confirming that the results have predictive relevance. Through this procedure, we found
the path coefficients of different linkages, the probability values (p-values) and R2 values.
The results are shown in Table 4. The validated model is shown in Figure 2.

Results

In this study, we formulated nine hypotheses, two of which correspond to effects of the
moderators INV and REG on the two linkages H3 and H4, respectively. Out of these nine
hypotheses, we observed from the PLS-SEM analysis that eight hypotheses have been
supported and one hypothesis (H2b) has not been supported.
The results, after validation, highlight that CB, CC, and CU impact PB (H1a, H1b, and
H1c). Out of these three exogeneous variables impacting on PB, the impact of CC on PB
(H1b) is the highest, as the concerned path coefficient is 0.37 with a level of significance
p < 0.001(***). Besides, the impacts of the other two exogeneous variables CB and CU on
PB (H1a and H1c) are also significant, as the concerned path coefficients are 0.27 and 0.21,
with level of significance p < 0.05(*) for each impact. Again, the impact of DP on PR (H2a)
is significant, as the concerned path coefficient is 0.17 with level of significance p <
0.01(**). The result shows that the impact of DS on PR is insignificant as the concerned
path coefficient is too low and it is 0.02 with level of non-significance p > 0.05. The results
show that the impacts of PB and PR on IOS (H3 and H4) are both significant, as the
concerned path coefficients are 0.56 and −0.21, with levels of significance p < 0.001(***)
and p < 0.01(**), respectively. The moderating effects of INV on H3 and the moderating
effects of REG on H4 are both significant as the corresponding path coefficients are 0.29
and 0.37, respectively, each having a level of significance p < 0.01(**). Regarding the
coefficients of determinants, it appears that CB, CC, and CU could explain PB to the tune
of 39%, since R2 = 0.39. Moreover, DP and DS could interpret PR Table 4. Values of R2
/path coefficients, p-values, and remarks. Linkages Hypotheses R2 values/path coefficients
p-Values Remarks Effects on PB R2 = 0.39 By CB H1a 0.27 P < 0.05(*) Supported By CC
H1b 0.37 P < 0.001(***) Supported By CU H1c 0.21 P < 0.05(*) Supported Effects on PR
R2 = 0.22 By DP H2a 0.17 P < 0.01(**) Supported By DS H2b 0.02 P > 0.05 (ns) Not
Supported Effects on IOS R2 = 0.66 By PB H3 0.56 P < 0.001(***) Supported By PR H4
−0.21 P < 0.01(**) Supported (PB→IOS) × INV H5 0.29 P < 0.01(**) Supported
(PR→IOS) × REG H6 0.37 P < 0.01(**) Supported p < 0.05 (*); p < 0/.01(**); p <
0.001(***) Figure 2. Validated model (SEM). JOURNAL OF STRATEGIC
MARKETING 627 to the extent of 22%, since R2 = 0.22. The results also show that PB
and PR could explain IOS to the extent of 66%, as the value of R2 = 0.66. The predictive
power of the model is 66%. Now we shall discuss the moderating effects of INV and REG
on the two linkages H3 (PB→IOS) and H4 (PR→IOS). We shall first discuss the effects
of INV on H3 through the graph shown in Figure 3. We divided the effects of INV into
two categories: High INV and Low INV. In Figure 3, the effects of the two categories are
represented by a continuous line and a dotted line, respectively. The graph shows that as
PB increases, the rate of increase in IOS for the effects of High INV on H3 is more
compared to the effects of Low INV on H3. This is shown by the gradients of the
continuous line and the dotted line. The continuous line has gradient greater than the
gradient of the dotted line. The effects of INV on H3 linkage has also been found significant
by MGA. Next, we shall discuss the moderating effects of REG on H4 through graphical
representation shown in Figure 4.

We divided the effects of REG on H4 into two categories: strong REG and weak REG. The
continuous line in the graph represents the effects of Strong REG on H4, whereas the
dotted line in the graph represents the effects of weak REG on H4. The inclinations of the
two lines show that, with an increase of PR, the rate of decrease of IOS is more for the
effects of weak REG than it is for the effects of strong REG.

Discussions of results

The consumers’ concerns about DP increases their perception of risk factors (H2a), and the
results show that DS insignificantly impacts PR (H2b), since the linkage strength
(DS→PR) appears to be too low (0.02), with non-significant level of p > 0.05 (ns) – which
contradicts other studies (Hanafizadeh et al., 2012). We presume this is because the
respondents had never been victims of data breaches. Data breaches might occur through
password hacking, fraudulent transactions, misuse of consumers’ credit or debit cards,
misuse of bank account number, and so on. Our study highlights that PB positively impacts
consumers’ intention to use omnichannel for shopping (H3) and PR negatively impacts
their intention to use omnichannel shopping (H4). This is in consonance with the privacy
calculus theory, which posits that an individual will exhibit a behavior if the action gives
an outcome that has utility value. This utility value is assessed by cost-benefit analysis
(Laufer & Wolfe, 1977). The impact of benefits for using omnichannel for shopping is
moderated by the effects of INV (H5), which is supported by other studies (Baker et al.,
2020). Similarly, impacts of the moderator regulation have a significant impact on the
relationship between PR and IOS (H6), which received support from other studies
(Chatterjee, 2019).
Theoretical contributions

Our study has contributed to this emerging field (omnichannel retailing) of study in many
ways. By identifying the salient antecedents of consumer omnichannel experience, our
study has responded to the demand of more rigorous synthesis of the experimental aspects
of omnichannel retailing and shopping. The literature review highlighted those prior
studies of omnichannel management could not fully identify the underlying dimensions
and could not focus on the recent trend concerned with omnichannel retailing. But our
study conceptualizes more comprehensive representation concerning omnichannel
experience. Future studies are expected to get many insights from this study, especially, in
the context of the COVID-19 pandemic when physical distancing has become mandatory
and when buyers and sellers have no alternative than to use online platforms for shopping.
Several studies looked at consumer experience in the context of the information systems
(IS) discipline and marketing. However, our study offers fresh insights into consumers’
experience in a context-related paradigm. Previous studies emphasized the issues of
consumer experience with mainstream or traditional channel strategies (Hossain et al.,
2019), but did not focus on the experimental nature of omnichannel retailing. Our study
has widened the research field by considering the unique attribute of omnichannel
management, identifying the important antecedents of consumer experience. We claim that
this enriches the realization of consumer experience in the dynamic and technology
intensive organization. Our study has broadened the extent literature by adopting IDT
(Rogers, 1995) and privacy calculus theory (Laufer & Wolfe, 1977). These two theories
have helped to synthesize scientifically how omnichannel experience could influence the
consumers’ evaluation regarding omnichannel retailing services. Our study treats
omnichannel as an innovative management service. It could enrich the theoretical insights
into how consumers’ omnichannel experience could impact their intention to use
omnichannel for shopping. Consumers will use omnichannel shopping if they find that it
has some utility. They will assess that utility through risk-benefit analysis, in terms of
privacy calculus theory. Our impactful theoretical model is expected to be useful to future
researchers to undertake further studies in this domain.
Practical implications
Our study highlights that breadth of choice, CC, and CU could eventually impact
consumers’ intention to use omnichannel shopping (H1a, H1b, H1c). These validated
hypotheses imply that retailers need to make sincere efforts to enhance consumers’
intention to use omnichannel shopping by improving their sense of its benefits. Consumer
shopping preferences are ever-changing along with their varied expectations, keeping pace
with rapid advancement of technology. Retailers must ensure that the technologies used in
omnichannel retailing fit with the consumers’ previous experiences and habits. Retailers
must keep a close eye on the rapid changes of consumer preferences. For this, retailers
should enhance the flexibility of the channels and consistency of information provided in
various channels. They should ensure that all the channels are evenly interconnected so
that the potential consumers are not confused during the process of shopping. Omnichannel
retailers should not simply merge their different channels. They should optimize channel
setups to offer greater value to potential consumers. Seamless consumer experience needs
to be maintained. For this, retailers need to restructure their physical store network in parity
with the online store to avoid cannibalization and to maximize cross-channel synergy.
Consumers feel that omnichannel shopping is a risk, as they are uncertain about the
shopping process during the COVID-19 pandemic. Our study suggests that breadth of
choice, CU, and consistent content would impact their PB (H3). Hence, omnichannel
retailers need to ensure that consumers can get consistent information across different
channels and with proper CU options. The retailers should also try to incentivize the
prospective omnichannel shoppers by offering discounts which is the moderating effects
of INV. The retailers may offer to those who would use omnichannel shopping a 50%
discount or an option to ‘buy one and get another one free’. Moreover, different
governments authorities and policy makers need to articulate appropriate policy and
consistent regulation so that consumers do not perceive any potential risk to their personal
data. This corresponds to H5.
Limitations and conclusion
The data could suffer from the inaccuracy of respondents’ memories as the survey is based
on the responses of the participants. Post-hoc interviews and field experiments might have
removed this drawback. Future researchers may take it up. We analyzed the survey data
from 387 respondents globally, although this may not reflect the global scenario. Future
researchers should investigate this point. This study did not include any rival model to
make the study more transparent.
Future researchers may investigate this point. In the field of marketing research and
information systems, omnichannel consumer behavior is becoming an emerging research
topic. In this study, we have exhaustively conceptualized omnichannel consumer
experience. This study has also investigated how consumers’ experience in omnichannel
shopping scenario could help them shop during the COVID-19 pandemic, when there have
been mass store closures causing a retail apocalypse. This study is expected to provide
effective inputs to those researchers who investigate how efficient business practices can
be adopted for survival in any unforeseen turbulent situation.
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