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Omnichannel as a Driver of Digitalization: Evidence from the Emerging Market in the Fashion Industry by Natalia Szozda is a scholarly article available to read on EtoBox.

What is Omnichannel as a Driver of Digitalization: Evidence from the Emerging Market in the Fashion Industry about?

Purpose -The aim of the study presented in this paper is to investigate the interrelationships among technologies in retail, webrooming and showrooming purchase intentions and customer experience. Design/methodology/approach -The study was conducted in the fashion industry in three fashion groups: LPP, CCC and Inditex, which declare to use omnichannel solutions in their supply chains. The study focusses on 825 customers drawn from the emerging market in Poland. The research follows the partial least squares path model procedure. Findings -Based on the study, it was concluded that out-store technologies are positively associated with omnichannel purchase intentions and also positively associated with cognitive and affective customer experience. This study proves that the boundary between traditional and online stores is beginning to blur, and thanks to new technologies, customers can experience traditional shopping resembling online shopping, and vice-versa. Research limitations/implications -Although the results provide several major contributions to theory and implications for practitioners, the study still demonstrates some methodological constraints. More specifically, although

Author

Natalia Szozda

Publisher

Emerald

Published

2023

Language

EN