Factors influencing omnichannel buying

An exploratory study with omnishoppers in Uberlândia/MG

Abstract

Purpose: Identifying the factors that influence Uberlandia consumers' behavior in choosing omnichannel retailers. Methodology/approach: The exploratory research was designed and carried out through five focus groups with a sample of 22 volunteers aged from 18 to 44 years old, who had experience in omnichannel shopping. Main results: Consumers who participated in the study stated that their expectations when buying from omnichannel companies include: the trust in the company that manages the channel and, in the carrier (when it is not the same company); clarity and quality of information (such as availability and stock information); possibility of purchase regret; equal prices between channels of the same company; and, above all, seamless integration among channels. Academic and practical contributions: the study contributes to broadening the theoretical understanding of the omnichannel environment from the consumer’s perspective, considering its acceptance and use of technologies. Understanding the consumers’ perception about the purchase channels offered by multichannel companies can provide opportunities to improve the channels and the experience of consumers, as well as create competitive advantage.