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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1560-6074
- DOI
- 10.1108/rjta-07-2021-0085
- Publisher site
- See Article on Publisher Site
Abstract
The omni-channel strategy provides a holistic experience during shopping by integrating online and offline channel services. In this digitalized realm, customers are more dependent on online elements for shopping. However, physical stores are still their first choice for apparel shopping. The introduction of interactive technology is one of the key elements to provide an online experience in the physical store. The purpose of this paper is to identify the impact of interactive technologies on purchase intention and its role.Design/methodology/approachThis study has been conducted in Delhi using 573 customers who are using interactive technologies for shopping. A self-developed questionnaire was used to collect the data. Data was analysed using structural equation modelling through smart partial least square 3.FindingsThe results show that 46% change in purchase intention was due to mobile point of sale/digital wallet, tablet/i-pad/digital signage, smartphone and click and collect/ship from store technology. However, there was no impact of the smart mirror and in-store Wi-Fi technology on purchase intention.Originality/valueThis study focuses on various technologies which provide online experience at physical stores. This study offers new insights for the theoretical and business framework of omni-channel brands. These technologies could be used as key performance indicators of omni-channel retailing in future.
Journal
Research Journal of Textile and Apparel – Emerald Publishing
Published: Feb 7, 2023
Keywords: Click and collect; Digital wallet; Interactive technology; Purchase intention; Ship from store; Smartphone