Examining the Sustained Adoption of Omnichannel Shopping Beyond the COVID-19 Pandemic

Honors

Franklin University Dissertation Excellence Award - Nominee (Fall 2023)

Date of Award

Fall 2023

Document Type

Dissertation

Degree Name

Doctor of Business Administration (DBA)

Committee Chair

Sherry Abernathy

Committee Member

Charles Fenner

Committee Member

Tim Reymann

Abstract

The COVID-19 pandemic spurred a significant retail shift, with consumers turning to online shopping due to safety concerns and lockdowns. Retailers quickly adopted omnichannel strategies, merging online and offline channels to stay relevant and enhance the shopping experience. This research, grounded in innovation diffusion theory, examined the pandemic's influence on customer behavioral intentions regarding omnichannel capabilities. Using a quantitative research approach with a survey in Northwest Arkansas, the study explored the relationship between innovation diffusion attributes and customer omnichannel Buy-Online-Pickup-at-the-Store (BOPS) behavioral intention. A ten-point Likert scale survey was adapted from Kapoor to gather data from 190 respondents online. The respondent’s Intention to Use BOPS increased from 36.8% pre-pandemic to 84% post-pandemic. Data was analyzed using Pearson correlation for each characteristic and regression for the combined attribute and customer intention to use BOPS. Notably, relative advantage, compatibility, and observability attributes significantly impacted the model, whereas trialability and complexity lacked significance within the combined model. The findings suggested that customers prioritize buy-Online-Pickup-at-the-Store’s relative advantage, compatibility, and observability when making adoption decisions. While complexity and trialability are essential, their significance diminishes when considered with other attributes. This study contributes valuable insights into consumer behavior during crises and the evolving retail landscape post-crisis. These findings can guide strategies for optimizing omnichannel capabilities and enhancing customer adoption.

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