• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

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


Dong Hyuk Jo, Sang Min Lee, Journal of Internet Computing and Services, Vol. 20, No. 1, pp. 113-124, Feb. 2019
10.7472/jksii.2019.20.1.113, Full Text:
Keywords: Omni-Channel, Unified Theory of Acceptance and Use of Technology (UTAUT), Technology Acceptance Model (TAM), Task-technology fit (TTF), Intention to Use

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.


Statistics
Show / Hide Statistics

Statistics (Cumulative Counts from November 1st, 2017)
Multiple requests among the same browser session are counted as one view.
If you mouse over a chart, the values of data points will be shown.


Cite this article
[APA Style]
Dong Hyuk Jo and Sang Min Lee (2019). Understanding the Omni-Channel Acceptance: Focused on TTF and UTAUT Models. Journal of Internet Computing and Services, 20(1), 113-124. DOI: 10.7472/jksii.2019.20.1.113.

[IEEE Style]
D. H. Jo and S. M. Lee, "Understanding the Omni-Channel Acceptance: Focused on TTF and UTAUT Models," Journal of Internet Computing and Services, vol. 20, no. 1, pp. 113-124, 2019. DOI: 10.7472/jksii.2019.20.1.113.

[ACM Style]
Dong Hyuk Jo and Sang Min Lee. 2019. Understanding the Omni-Channel Acceptance: Focused on TTF and UTAUT Models. Journal of Internet Computing and Services, 20, 1, (2019), 113-124. DOI: 10.7472/jksii.2019.20.1.113.