Empirical Investigation of Omni-channel Customer Behavior: Multiple Mediation Effects of Website and Mobile Interactivity

Abstract

While existing retail research has focused on retail channels in isolation from a single or multi-channel retailing perspective, there is a need to investigate shopping behavioral intention from an omni-channel and customer-centric retailing perspective. The main of this study is to analyze the customer omni-channel behavior under multiple mediating effects of website and mobile interactivity. Data collected from valid 287 respondents via both online and paper form. Partial least squares structural equation modeling (PLS-SEM) and Smart-PLS software have been used to test proposed hypotheses. The result underlined the significant positive effects of technology literacy, attitude towards website interactivity and attitude towards mobile device interactivity on customer’s behavioral intention. Moreover, website interactivity and augmented reality have highest impact attitude towards website interactivity and attitude towards mobile device interactivity respectively.