Future Omnichannel Purchase Intention: A Discussion on the Perception of Risks and Benefits in the Consumption Journey
Abstract
The omnichannel approach seeks to provide customers with a unified brand experience, allowing them to move between different channels in a fluid manner. Seeking to investigate how consumers' perception of risks and benefits can impact the results of the omnichannel strategy in consumer decision-making and purchase intention, this study conducted a survey involving 153 respondents, applying the Likert scale and data analysis via SmartPLS® software. The results indicate that, rather than focusing on reducing the perception of risk, it is essential to highlight the benefits of omnichannel by making them evident to consumers, which contributes to increasing consumer confidence in adopting the strategy, with trust being a mediating element of perceived benefit. The relevance of this study lies in expanding the literature on the subject, providing perspectives and directions for future research. It also offers guidance for organizations seeking to implement omnichannel and wish to mitigate risks and maximize results by increasing customers' perception of benefits.
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