THE INCORPORATION OF GENERATION Y OMNICHANNEL RETAIL COMPARED TO TRADITIONAL RETAIL AND ONLINE
DOI:
https://doi.org/10.18226/23190639.v9n3.02Keywords:
Omnichannel, Millennials, Retail, Consumption BehaviorAbstract
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.
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