|
Determining Antecedents to Omnichannel Shopping Intention Among Fast Fashion Consumers in Thailand: A Mixed Methods Approach |
|---|---|
| รหัสดีโอไอ | |
| Creator | Wisuta Jaengprajak |
| Title | Determining Antecedents to Omnichannel Shopping Intention Among Fast Fashion Consumers in Thailand: A Mixed Methods Approach |
| Contributor | Sirion Chaipoopirutana |
| Publisher | Assumption University |
| Publication Year | 2565 |
| Journal Title | ABAC Journal |
| Journal Vol. | 42 |
| Journal No. | 2 |
| Page no. | 1-26 |
| Keyword | Customer experience, Personal Innovativeness, Perceived Innovation Characteristics, Perceived Risk, Attitude |
| URL Website | http://www.abacjournal.au.edu |
| Website title | ABAC JOURNAL |
| ISSN | 0858-0855 |
| Abstract | The purpose of this study was to investigate the relationship between the variables of customer experience, personal innovativeness, perceived innovation characteristics, perceived risk, attitude, and omnichannel shopping intentions,among fast fashion consumers in Thailand. A mixed methods approach was applied to developthe study’s research instrument, conducting a pilot study and focus group interviews. Data were subsequently collectedfrom 690fast fashion consumerswith experienceinusing omnichannel retail services inThailand, using online questionnairesand convenience sampling. However, only 449 responseswere deemed usablefor the analysis which used Mixed Methods researchtechniques, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA),and Structural Equation Modelling (SEM). Results revealed that only personal innovativeness, perceived innovation characteristics,and attitude,had a significant statistical relationship with omnichannel shopping intentions, whileno significant relationship wasfound for customer experienceand perceived risk. Findings also verified that the relationship between omnichannel shopping intentionsand customer experience, as well as therelationship withpersonal innovativeness, was mediated by perceived innovation characteristics. Additionally, newsets ofsub-variables were identified for customer experienceand perceived innovation characteristicsthat wereunique to the Thai culture and retail context using mixed methods and EFA. It was found that there were sevendimensions of omnichannel customer experience, namelyconsistency, connectivity, personalisation, accessibility, order fulfilment,flexibility, and retailerresponsiveness. Regardingperceived innovation characteristics, the study confirmed that usefulness, compatibility, and ease of use,remained suitablesubcomponents. |
