Article ID: 2022.015
This paper aims to explain the role of mobile applications in the omni-channel shopping experience. The study examined how the perceived omni-channel intensity (OCI) of consumers influences mobile application adoption, purchase intention and brand recommendation among omni-channel shoppers (OCS). From a literature review of mobile app adoption and OCI, an original model was developed based on the variables used in the Technology Acceptance Model. The model was used to explain how seamlessness and perceived consistency, which make up OCI, influence perceived ease of use and usefulness with regard to mobile application adoption, purchase intention and brand recommendation. OCS from an apparel retailer were selected for the study. An empirical evaluation of the proposed model indicated that seamlessness affects both purchase intention and perceived ease of use of mobile applications. In contrast, perceived consistency does not affect purchase intention directly, but does affect perceived usefulness and ease of use of an application. An analysis of the moderating effects of the mobile application, seamlessness and perceived consistency showed significant indirect effects on the perceived benefit of the application through perceived ease of use, and on brand recommendation through perceived usefulness.
