Proceedings of the 2nd International Conference on Industrial and Technology and Information Design, ICITID 2021, 30 August 2021, Yogyakarta, Indonesia

Research Article

Adoption of Omni-channel in Millennial Consumers through Omni-Interaction

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  • @INPROCEEDINGS{10.4108/eai.30-8-2021.2311532,
        author={Djohan Gunawan and Tirta Nugraha Mursitama and Amalia E Maulana and Mohammad Hamsal},
        title={Adoption of Omni-channel in Millennial Consumers through Omni-Interaction},
        proceedings={Proceedings of the 2nd International Conference on Industrial and Technology and Information Design, ICITID 2021, 30 August 2021, Yogyakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICITID},
        year={2021},
        month={10},
        keywords={omni-channel consumer millennial retail purchase behaviour adoption experience interaction},
        doi={10.4108/eai.30-8-2021.2311532}
    }
    
  • Djohan Gunawan
    Tirta Nugraha Mursitama
    Amalia E Maulana
    Mohammad Hamsal
    Year: 2021
    Adoption of Omni-channel in Millennial Consumers through Omni-Interaction
    ICITID
    EAI
    DOI: 10.4108/eai.30-8-2021.2311532
Djohan Gunawan1,*, Tirta Nugraha Mursitama2, Amalia E Maulana3, Mohammad Hamsal4
  • 1: Student of BINUS Business School - Doctor of Research in Management, Palmerah, Jakarta, Indonesia
  • 2: Vice Rector Research and Technology Transfer, Bina Nusantara University Palmerah, Jakarta Indonesia
  • 3: Lecturer of Magister Management Bina Nusantara University, Jakarta, Indonesia
  • 4: Lecturer of Doctor of Research in Management, Bina Nusantara University Palmerah, Jakarta Indonesia
*Contact email: djohan_gh@yahoo.com

Abstract

Because of technology, the retail environment has shifted from being mostly offline to being primarily online to now being both online and offline, or omni-channel. Using an omni-channel approach, retailers can provide customers with a shopping experience that is seamless across all channels. By allowing real-time engagement, retailers may enable customers to interact online or offline across all channels at any time and from any location. A generation of young people, the millennials constitute 50% of the world's population in 2017, and their buying power makes them an important target for the consumer goods and services sectors. Millennials, on the other hand, are characterized by their status as users and consumers of technology. The purpose of this article is to investigate the variables that influence online or offline contact throughout the buying experience in the adoption of omni-channel shopping, as influenced by the behavior of millennials. This study was evaluated using a sample of data gathered from a survey of the millennial generation, which was conducted in the United Kingdom. Millennial purchasing behavior and omni-channel adoption are both regulated by shopping experience, according to the findings, which suggest that the main drivers of omni-channel interaction have a substantial effect on shopping experience, which is moderated by shopping experience.