Millennials’ adoption of omnichannel retailing
This study examines Millennials’ adoption of omnichannel retailing and the underlying mechanism. Four studies were conducted to examine the moderating roles of product category and regulatory focus on Millennial’s purchase intentions in omnichannel retailing. Study 1 and 2 findings show that Millen...
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| Format: | Monograph |
| Language: | English |
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University of Nottingham Ningbo China
2018
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| Online Access: | https://eprints.nottingham.ac.uk/52600/ |
| _version_ | 1848798764651773952 |
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| author | Chong, Alain Yee Loong |
| author_facet | Chong, Alain Yee Loong |
| author_sort | Chong, Alain Yee Loong |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This study examines Millennials’ adoption of omnichannel retailing and the underlying mechanism. Four studies were conducted to examine the moderating roles of product category and regulatory focus on Millennial’s purchase intentions in omnichannel retailing. Study 1 and 2 findings show that Millennials adopt omnichannel retailing over pure brick-and-mortar and pure online retailing and that perceived convenience, enjoyment, and value determine the adoption of omnichannel retailing for shopping. Study 3 shows that product category influences Millennial’s preference for omnichannel retailing. Finally, Study 4 offers support for the moderating role of Millennials’ regulatory focus in determining their retail format choice for shopping. |
| first_indexed | 2025-11-14T20:24:58Z |
| format | Monograph |
| id | nottingham-52600 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:24:58Z |
| publishDate | 2018 |
| publisher | University of Nottingham Ningbo China |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-526002021-06-04T01:25:09Z https://eprints.nottingham.ac.uk/52600/ Millennials’ adoption of omnichannel retailing Chong, Alain Yee Loong This study examines Millennials’ adoption of omnichannel retailing and the underlying mechanism. Four studies were conducted to examine the moderating roles of product category and regulatory focus on Millennial’s purchase intentions in omnichannel retailing. Study 1 and 2 findings show that Millennials adopt omnichannel retailing over pure brick-and-mortar and pure online retailing and that perceived convenience, enjoyment, and value determine the adoption of omnichannel retailing for shopping. Study 3 shows that product category influences Millennial’s preference for omnichannel retailing. Finally, Study 4 offers support for the moderating role of Millennials’ regulatory focus in determining their retail format choice for shopping. University of Nottingham Ningbo China 2018 Monograph NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/52600/1/Manuscript_I.pdf Chong, Alain Yee Loong (2018) Millennials’ adoption of omnichannel retailing. Working Paper. University of Nottingham Ningbo China. (Unpublished) Millennials; omnichannel; convenience; purchase intentions; online retailing; enjoyment |
| spellingShingle | Millennials; omnichannel; convenience; purchase intentions; online retailing; enjoyment Chong, Alain Yee Loong Millennials’ adoption of omnichannel retailing |
| title | Millennials’ adoption of omnichannel retailing |
| title_full | Millennials’ adoption of omnichannel retailing |
| title_fullStr | Millennials’ adoption of omnichannel retailing |
| title_full_unstemmed | Millennials’ adoption of omnichannel retailing |
| title_short | Millennials’ adoption of omnichannel retailing |
| title_sort | millennials’ adoption of omnichannel retailing |
| topic | Millennials; omnichannel; convenience; purchase intentions; online retailing; enjoyment |
| url | https://eprints.nottingham.ac.uk/52600/ |