Gen Zs Vs.Millennial Value Perceptions and Satisfaction with a Retail Store's Omnichannel Customer Experience

摘要

Despite the benefits of omnichannel retailing and the growing popularity of omnichannel shopping,a dearth of research exists in the literature about consumers'instore usage of omnichannel commerce application,the relationship of consumer innovativeness and perceived value of omnichannel shopping.Therefore,our study proposes a model and explores four research questions:(1)What are the effects of consumer innovativeness on perceived value of omnichannel shopping?(2)Does consumer innovativeness predict consumer usage of omnichannel commerce application in grocery and nongro-cery contexts?(3)What are the perceived value factors that predict satisfaction with a retail store's omnichannel customer experience?(4)Do consumers'omnichannel shopping behavior and perceived value vary by age?