A Study of Omni-Channel Shopping Value: A Grounded Theory Approach

Abstract

This study investigates the omni-channel shopping value, examining its connotations, influences, and outcomes. First, the current state of shopping value research is reviewed. Next, qualitative data is collected through in-depth interviews and analyzed using grounded theory. The findings reveal that omni-channel shopping value comprises three dimensions: utilitarian shopping value, hedonic shopping value, and social shopping value. A model of omni-channel shopping value is presented, highlighting the importance of perceived consistency in shaping customers’ perceptions.