IDEAS home Printed from https://ideas.repec.org/a/eme/jabesp/jabes-05-2020-0053.html
   My bibliography  Save this article

The drivers of omni-channel shopping intention: a case study for fashion retailing sector in Danang, Vietnam

Author

Listed:
  • Thi Hieu Hanh Truong

Abstract

Purpose - The purpose of this paper is to look into the mechanism in which customers involve themselves in omni-channel retail setting and use its advantages. Design/methodology/approach - Via an empirical analysis through surveying customers, this paper assesses and confirms the drivers of omni-channel shopping intention within the context of fashion retailing sector in Danang. Findings - The findings highlight the significance of customer perception of research shopping (including showrooming and webrooming) behaviours, compatibility and risk to their intention towards omni-channel shopping, implying profound understanding of designing effective omni-channel retailing strategy. Originality/value - From a theoretical perspective, comprehending customer perception of the omni-channel concept has emerged as an important theme in recent literature as well as in practitioners' reports. Hence, the meaningful contribution of this study is the involvement in the attractive steam of study. From a managerial perspective, this study could offer guidance to retailers or managers about developing a successful omni-channel strategy from a customer point of view.

Suggested Citation

  • Thi Hieu Hanh Truong, 2020. "The drivers of omni-channel shopping intention: a case study for fashion retailing sector in Danang, Vietnam," Journal of Asian Business and Economic Studies, Emerald Group Publishing Limited, vol. 28(2), pages 143-159, October.
    • Handle: RePEc:eme:jabesp:jabes-05-2020-0053
    DOI: 10.1108/JABES-05-2020-0053
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/JABES-05-2020-0053/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/JABES-05-2020-0053/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/JABES-05-2020-0053?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Omni-channel shopping intention; Perceived value of showrooming; Perceived value of webrooming; Perceived compatibility; Perceived risk; M31; O33;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:jabesp:jabes-05-2020-0053. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.