[논문]Understanding the Omni-Channel Acceptance: Focused on TTF and UTAUT Models

Jo, Dong Hyuk; Lee, Sang Min

doi:10.7472/jksii.2019.20.1.113

Abstract ▼ AI-Helper

Recently, Omni Channel Services has been considered the most innovative business strategy. Omni-Channel sees a variety of channels from all channels viewpoints, organically combining each channel to provide a seamless experience for consumers. In other words, Omni-Channel is not simply a systematic ...

Recently, Omni Channel Services has been considered the most innovative business strategy. Omni-Channel sees a variety of channels from all channels viewpoints, organically combining each channel to provide a seamless experience for consumers. In other words, Omni-Channel is not simply a systematic integration of channels, but a means of delivering consistent services to consumers in all processes through a strategy to an organic connection. The aim of this study is to provide a comprehensive insight into the decision factors affecting the adoption of Omni-channel. For this purpose, an empirical analysis is conducted on the course of acceptanceof the Omni-channel service based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and Task-technology fit (TTF), an effective model frequently selected to describe the acceptance of service in the introduction phase of new information technology. As a result of the study, it was confirmed that the task characteristics and the technical characteristics had a positive effect on the task-technology fit, and the task-technology fit had a positive effect on the performance expectancy. In addition, task-technology fit, performance expectancy, and social influence have a positive effect on the intention to use the Omni-Channel. This study is intended to deliver an experimental meaning by proposing a strategical measure to understand the behaviorsand uses of consumers in the Omni-channel service environment and increase the customer satisfaction for the system.

Keyword

표/그림 (8)

그림 (Figure 1) Evolution of retailing: Different degrees of channel and touch-point interaction/integration
그림 (Figure 2) Task-Technology Fit Model
그림 (Figure 3) UTAUT Model
그림 (Figure 4) Research Model
표 (Table 1) Sample Characteristics
표 (Table 2) onfirmatory factor analysis base on reliability
표 (Table 3) Correlations between Constructs and Validity
표 (Table 4) Hypotheses Test Results

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문제 정의

Despite recent interests increasing in the Omni-channel, the relevant studies are still in early stages focusing on concepts and case introductions of the Omni-channel [6, 11, 4, 10]. The aim of this study is to provide a comprehensive insight into the decision factors affecting the adoption of Omni-channel.
For this purpose, an empirical analysis is conducted on the course of acceptance of the Omni-channel service based on the Unified Theory of Acceptance and Use of Technology (UTAUT), an effective model frequently selected to describe the acceptance of service in the introduction phase of new information technology. This study is intended to deliver an experimental meaning by proposing a strategical measure to understand the behaviors and uses of consumers in the Omni-channel service environment and increase the customer satisfaction for the system.
Omni-Channel emerging in response to these changes is attracting attention as a new trend to change consumers’ habits and behaviors. Therefore, this study was intended to suggest strategic plans for the acceptance and spread of Omni-Channel service by empirically analyzing the factors influencing the acceptance of Omni-Channel service.
In this study, we verified validity of the study model by empirically verifying the factors influencing the intention of Omni-Channel service use. Recently, Omni-Channel is attracting attention as a new trend to change consumer’s habits and behaviors, but there are not many studies conducted on the acceptance of Omni-Channel as a new information technology.
As a result of this study, it was found that the user has higher task-technology fit and performance expectation in Omni-Channel use environment, and that the more they recognized the social influence to be greater the more they accepted the Omni-Channel service. Therefore, this study is meaningful in terms of practicality in that it suggested strategic directions for successful settlement and spread of Omni-Channel service by identifying determinants influencing acceptance of Omni-Channel Service.

제안 방법

As measurement model’s fitness, and reliability and validity of measurement items were verified, structural model analysis were conducted.
To ensure the content validity of the measurement tool, this study used the measurement items verified in the existing literature by revising and supplementing them according to the purpose of this study. First, the sub-dimensions of task-technology fit model, which consist of task characteristics, technology characteristics, and task-technology fit, were constructed into 4 items each in reference to the studies by Goodhue & Tompson (1995) [13], Larsen et al.
This study conducted confirmatory factor analysis to ensure the content validity of the measurement tool. As a result of confirmatory factor analysis of modified measurement model, χ2 = 959.
930, indicating that measurement model was fit.Next, for measurement items, reliability and validity test were conducted. For reliability, construct reliability should appear above 0.
Recently, Omni-Channel is attracting attention as a new trend to change consumer’s habits and behaviors, but there are not many studies conducted on the acceptance of Omni-Channel as a new information technology. This study is meaningful in that it empirically analyzed Omni-Channel acceptance process by applying the UTAUT and TFTwhich have been adopted as a useful model to explain the acceptance of service in the introduction stage of information technology. As a result of this study, it was found that the user has higher task-technology fit and performance expectation in Omni-Channel use environment, and that the more they recognized the social influence to be greater the more they accepted the Omni-Channel service.
To identify the determinants that influence the acceptance of the Omni-Channel service, we examined the previous studies and suggested task and technology-related factors as determinants and verified them empirically. However, if we consider additional factors based on various Omni-Channel use environment contexts, such as enjoyment, price value and habits, it will service as an opportunity for us to have a broader understanding of the acceptance and use Omni-Channel environment.

대상 데이터

In order to verify the proposed hypothesis, this study surveyed customers who are aware of Omni Channel among online and offline shopping users and collected a total of 300 cases. In this way, we removed 22 cases that were missing or inadequate among the collected cases and used the final 278 cases for analysis.

이론/모형

First, the sub-dimensions of task-technology fit model, which consist of task characteristics, technology characteristics, and task-technology fit, were constructed into 4 items each in reference to the studies by Goodhue & Tompson (1995) [13], Larsen et al. (2009) [22], and Zhou et al. (2010) [23], and were measured using 7-point Likert scale (Strongly disagree ~ Strongly agree).
(2014) [20], and were measured using 7-point Likert scale. Intention to use was constructed into 4 items in reference to the studies by Davis (1989) [27] and Venkatesh et al. (2003) [28], and were measured using 7-point Likert scale. Table 2 summarizes the measured items and references of this study.
For the analysis method and measurement tool of structural equation models, this study analyzed the results and verified the hypothesis using Amos 24.0. For the analysis of the structural equation model, the measurement model was estimated first, and then it was analyzed using the two-step approach that estimates the structural model.
0. For the analysis of the structural equation model, the measurement model was estimated first, and then it was analyzed using the two-step approach that estimates the structural model.

성능/효과

Second, task-technology fit has a positive influence on performance expectations and intention of use. In other words, if the Omni-Channel is sufficient to support purchase behaviors in the Omni-Channel service environment.
Third, the effort expectation has a positive influence on performance expectation, but it does not influence the intention of use. In addition, performance expectation and social influences have a positive influence on an intention of use, but have no significant influence on the promotion conditions.
This study is meaningful in that it empirically analyzed Omni-Channel acceptance process by applying the UTAUT and TFTwhich have been adopted as a useful model to explain the acceptance of service in the introduction stage of information technology. As a result of this study, it was found that the user has higher task-technology fit and performance expectation in Omni-Channel use environment, and that the more they recognized the social influence to be greater the more they accepted the Omni-Channel service. Therefore, this study is meaningful in terms of practicality in that it suggested strategic directions for successful settlement and spread of Omni-Channel service by identifying determinants influencing acceptance of Omni-Channel Service.
Second, task-technology fit had positive effect on performance expectancy (β = .423, C.R. = 9.827, p=.000) and intention to use (β = .185, C.R. = 3.071, p = .002), therefore, H3 and H4 were supported.

후속연구

This study also allows room for future research. OmniChannel may have a different user experience, which may result in differences in service perception.

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