Browse > Article
http://dx.doi.org/10.7472/jksii.2019.20.1.113

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

Jo, Dong Hyuk (Department of Business Administration, Soongsil University)
Lee, Sang Min (Department of Business Intelligence, CHA University)
Publication Information
Journal of Internet Computing and Services / v.20, no.1, 2019 , pp. 113-124 More about this Journal
Abstract
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.
Keywords
Omni-Channel; Unified Theory of Acceptance and Use of Technology (UTAUT); Technology Acceptance Model (TAM); Task-technology fit (TTF); Intention to Use;
Citations & Related Records
연도 인용수 순위
  • Reference
1 W. Piotrowicz, & R. Cuthbertson, "Introduction to the special issue information technology in retail: Toward omnichannel retailing," International Journal of Electronic Commerce, Vol.18, No.4, pp.5-16, 2014. https://doi.org/10.2753/jec1086-4415180400   DOI
2 D. Bell, S. Gallino, & A. Moreno, "Showrooms and information provision in omni-channel retail," Production and Operations Management, Vol.24, No.3, pp.360-362, 2015. https://doi.org/10.1111/poms.12258_2   DOI
3 P. E. Kourouthanassis, & G. M. Giaglis, "Introduction to the special issue mobile commerce: the past, present, and future of mobile commerce research," International Journal of Electronic Commerce, Vol.16, No.4, pp.5-18, 2012. https://doi.org/10.2753/jec1086-4415160401   DOI
4 E. Brynjolfsson, Y. J. Hu, & M. S. Rahman, "Competing in the age of omnichannel retailing," MIT Sloan Management Review, Vol.54, No.4, pp. 23-29, 2013. https://sloanreview.mit.edu/article/competing-in-the-ageof-omnichannel-retailing/
5 S. Gallino, & A. Moreno, "Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information," Management Science, Vol.60, No.6, pp.1434-1451, 2014. https://doi.org/10.1287/mnsc.2014.1951   DOI
6 E. Juaneda-Ayensa, A. Mosquera, & Y. S. Murillo, "Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention," Frontiers in psychology, Vol.7, pp.1-11, 2016. https://doi.org/10.3389/fpsyg.2016.01117   DOI
7 P. C. Verhoef, P. K. Kannan, & J. J. Inman, "From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing," Journal of retailing, Vol.91, No. 2, pp.174-181, 2015. https://doi.org/10.1016/j.jretai.2015.02.005   DOI
8 C. Lazaris, & A. Vrechopoulos, "From multi-channel to "omnichannel" retailing: review of the literature and calls for research," In the 2nd International Conference on Contemporary Marketing Issues(ICCMI), 2014.
9 N. Beck, & D. Rygl, "Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing," Journal of Retailing and Consumer Services, Vol.27, pp.170-178, 2015. https://doi.org/10.1016/j.jretconser.2015.08.001   DOI
10 R. Bhalla, "The omni-channel customer experience: Driving engagement through digitisation," Journal of Digital & Social Media Marketing, Vol.1, No.4, pp.365-372, 2014. https://www.henrystewartpublications.com/jdsm/v1
11 D. L. Goodhue, & R. L. Thompson, "Task-technology fit and individual performance,"MIS quarterly, Vol.19, No. 2, pp.213-236, 1995. https://doi.org/10.2307/249689   DOI
12 R. M. Fuller, & A. R. Dennis, "Does fit matter? The impact of task-technology fit and appropriation on team performance in repeated tasks," Information Systems Research, Vol. 20, No.1, pp.2-17, 2009. https://doi.org/10.1287/isre.1070.0167   DOI
13 Tapscott, D., "Grown up digital : how the net generation is changing your world, "New York: McGraw-Hill, 2009. https://doi.org/10.1108/00197850910939162   DOI
14 C. Aubrey, & Judge, D, "Re-imagine retail: Why store innovation is key to a brand's growth in the 'new normal', digitally-connected and transparent world," Journal of Brand Strategy, Vol.1, No.1, pp.31-39, 2012.
15 M. T. Dishaw, & D. M. Strong, "Supporting software maintenance with software engineering tools: A computed task-technology fit analysis," Journal of Systems and Software, Vol.44, No.2, pp. 107-120, 1998. https://doi.org/10.1016/s0164-1212(98)10048-1   DOI
16 T. C. Lin, & C. C. Huang, "Understanding knowledge management system usage antecedents: An integration of social cognitive theory and task technology fit," Information & Management, Vol.45, No.6, pp.410-417, 2008. https://doi.org/10.1016/j.im.2008.06.004   DOI
17 K. Mathieson, & M. Keil, "Beyond the interface: Ease of use and task/technology fit," Information & Management, Vol.34, No.4, pp.221-230, 1998. https://doi.org/10.1016/s0378-7206(98)00058-5   DOI
18 P. C. Pendharkar, M. Khosrowpour, & J. A. Rodger, "Development and testing of an instrument for measuring the user evaluations of information technology in health care," Journal of Computer Information Systems, Vol.41, No.4, pp. 84-89, 2001. https://www.tandfonline.com/doi/abs/10.1080/08874417.2001.11647028
19 S. Jarupathirun, & F. M. Zahedi, "Exploring the influence of perceptual factors in the success of web-based spatial DSS," Decision Support Systems, Vol.43, No.3, pp.933-951, 2007. https://doi.org/10.1016/j.dss.2005.05.024   DOI
20 T. Oliveira, M. Faria, M. A. Thomas, & A. Popovic, "Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM," International Journal of Information Management, Vol.34, No.5, pp.689-703, 2014. https://doi.org/10.1016/j.ijinfomgt.2014.06.004   DOI
21 I. M. Klopping, & E. McKinney, "Extending the technology acceptance model and the task-technology fit model to consumer e-commerce,"Information Technology, Learning, and Performance Journal, Vol.22, No.1, pp.35-48, 2004.
22 F. D. Davis, "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, Vol.13, No.3, pp.319-340, 1989. https://doi.org/10.2307/249008   DOI
23 T. J. Larsen, A. M. Sorebo, & O. Sorebo, "The role of task-technology fit as users' motivation to continue information system use," Computers in Human Behavior, Vol.25, No.3, pp.778-784, 2009. https://doi.org/10.1016/j.chb.2009.02.006   DOI
24 T. Zhou, Y. Lu, & B. Wang, "Integrating TTF and UTAUT to explain mobile banking user adoption," Computers in human behavior, Vol.26, No.4, pp.760-767, 2010. https://doi.org/10.1016/j.chb.2010.01.013   DOI
25 H. H. Chang, "Task-technology fit and user acceptance of online auction," International Journal of Human-Computer Studies, Vol.68, No.1, pp.69-89, 2010. https://doi.org/10.1016/j.ijhcs.2009.09.010   DOI
26 W. S. Lin, & C. H. Wang, "Antecedences to continued intentions of adopting e-learning system in blended learning instruction: A contingency framework based on models of information system success and task-technology fit," Computers & Education, Vol.58, No.1, pp.88-99, 2012. https://doi.org/10.1016/j.compedu.2011.07.008   DOI
27 V. Venkatesh, J. Y. Thong, & X. Xu, "Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology," MIS Quarterly, Vol.36, No.1, pp.157-178, 2012. https://misq.org/consumer-acceptance-and-use-of-information-technology-extending-the-unified-theory-of-acceptance-and-use-of-technology.html   DOI
28 V. Venkatesh, M. G. Morris, G. B. Davis, & F. D. Davis, "User acceptance of information technology: Toward a unified view," MIS quarterly,Vol.27, No.3, pp.425-478, 2003. https://doi.org/10.2307/30036540   DOI
29 L. M. Maruping, H. Bala, V. Venkatesh, & S. A. Brown, "Going beyond intention: Integrating behavioral expectation into the unified theory of acceptance and use of technology," Journal of the Association for Information Science and Technology, Vol.68, No.3, pp.623-637, 2017. https://doi.org/10.1002/asi.23699   DOI
30 A. Chang, "UTAUT and UTAUT 2: A review and agenda for future research," The Winners, Vol.13, No.2, pp.106-114, 2012. https://doi.org/10.21512/tw.v13i2.656   DOI
31 A. Chang, "UTAUT and UTAUT 2: A review and agenda for future research," The Winners, Vol.13, No.2, pp.106-114, 2012. https://doi.org/10.21512/tw.v13i2.656   DOI
32 W. Hong, J. Y. Thong, L. C. Chasalow, & G. Dhillon, "User acceptance of agile information systems: A model and empirical test," Journal of Management Information Systems, Vol.28, No.1, pp.235-272, 2011. https://doi.org/10.2753/mis0742-1222280108   DOI
33 M. Luo, & W. Remus, "Uses and gratifications and acceptance of Web-based information services: An integrated model, "Computers in Human Behavior, Vol.38, pp.281-295, 2014. https://doi.org/10.1016/j.chb.2014.05.042   DOI
34 B. Pynoo, P. Devolder, J. Tondeur, J. Van Braak, Duyck, W., & P. Duyck, "Predicting secondary school teachers' acceptance and use of a digital learning environment: A cross-sectional study,"Computers in Human Behavior, Vol.27, No.1, pp.568-575, 2011. https://doi.org/10.1016/j.chb.2010.10.005   DOI