Analyzing the Omni-Channel Shopper Journey Configuration of Generations Y and Z

被引：4
作者：
Chang, Wei-Lun [1 ]
Chen, Li-Ming [2 ]
机构：
[1] Natl Taipei Univ Technol, Dept Business Management, Taipei, Taiwan
[2] Natl Chengchi Univ, Adm Coll Commerce, Dept Business Adm, Taipei, Taiwan
来源：
JOURNAL OF ORGANIZATIONAL AND END USER COMPUTING | 2021年 / 33卷 / 06期
关键词：
Engel-Kollat-Blackwell Model; Generation Y; Generation Z; Goal Theory; Markov Chain Switching Model; Omnichannel; DECISION-MAKING; INTEGRATION QUALITY; PURCHASE INTENTION; CONSUMER-BEHAVIOR; ONLINE; ENGAGEMENT; MOTIVATION; ANTECEDENTS; INFORMATION; TOUCHPOINTS;
D O I：
10.4018/JOEUC.293273
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Omni-channel retailing has been an essential issue to enterprises. This research applies goal theory to Engel-Kollat-Blackwell model in the omni-channel context and adapts the concept of Harris, Riley, and Hand to shopper journey configurations, including search, evaluation, and purchase of the decision-making process. This study selected iPhone as the product and collected 179 participants of Gen Y and 126 participants of Gen Z to analyze the shopper journey. The results indicated Gen Y replied on online review after searching and made their own judgement and preferred store purchase. Gen Z either replied on online review or directly made their own judgement after searching and preferred store purchase. Both generations utilized all types of searches and referred to online reviews of evaluation process and purchased at the store. The findings also benefit companies' management of profitable omni-channel strategies.
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页数：18
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