THE INCORPORATION OF GENERATION Y OMNICHANNEL RETAIL COMPARED TO TRADITIONAL RETAIL AND ONLINE

Authors

  • Norberto Almeida de Andrade Universidade Nove de Julho (UNINOVE)
  • Giuliano Carlo Rainatto Faculdades Metropolitanas Unidas (FMU)
  • Genésio Renovato da Silva Neto Faculdades Metropolitanas Unidas (FMU)

DOI:

https://doi.org/10.18226/23190639.v9n3.02

Keywords:

Omnichannel, Millennials, Varejo, Comportamento de Consumo

Abstract

This study examines the incorporation of omnichannel retail by generation Y compared to traditional retail and online retail and the search engines. Relevance is verified in the form of insights into the characteristics of the convenience, fun, risk and value channels as drivers of the incorporation of the retail channel among millennials. Four studies were conducted to examine the moderating roles of the product category and the regulatory focus on millennials' buying intentions in omnichannel retail. The results of studies 1 and 2 show that Generation Y embraces omnichannel retail over pure physical physical retail, and that perceived convenience, enjoyment, and value determine the adoption of omnichannel retail for shopping. Study 3 shows that the product category influences Millennials' preference for omnichannel retailing. Finally, Study 4 supports the moderating role of the Generation Y regulatory focus in determining your choice of retail format for purchases.

Author Biographies

Norberto Almeida de Andrade, Universidade Nove de Julho (UNINOVE)

Doutorando em Administração pela Universidade Nove de Julho (UNINOVE). Área: Estratégia de Marketing e Comportamento do Consumidor. Professor e Consultor em Marketing Digital.

Giuliano Carlo Rainatto, Faculdades Metropolitanas Unidas (FMU)

Mestre em administração na linha de pesquisa de conhecimento e inovação, com Graduação em Administração de Empresas e pós-graduação em Direito Tributário Empresarial e em Finanças.

Genésio Renovato da Silva Neto, Faculdades Metropolitanas Unidas (FMU)

Graduado em Administração de empresas pela Universidade Metropolitana de Santos - UNIMES (2007). MBA em Gestão Estratégica de Negócios pela Universidade Monte Serrat - UNIMONTE (2013). Mestre em Administração de Empresas, linha de pesquisa Organizações Competitivas, com projeto de pesquisa atual na área do varejo estudando "A influência da transformação digital no varejo supermercadista sobre a decisão de compra do consumidor " pela Faculdades Metropolitanas Unidas - FMU.

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Published

2022-04-25

How to Cite

Andrade, N. A. de, Rainatto, G. C., & Silva Neto, G. R. da. (2022). THE INCORPORATION OF GENERATION Y OMNICHANNEL RETAIL COMPARED TO TRADITIONAL RETAIL AND ONLINE . Brazilian Journal of Management and Innovation (Revista Brasileira De Gestão E Inovação), 9(3), 29–51. https://doi.org/10.18226/23190639.v9n3.02

Issue

v. 9, n. 3 (Maio - Agosto 2022)

Section

RBGI Articles

License

Copyright (c) 2022 Brazilian Journal of Management & Innovation

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