Research Article
Exploring Factors Influencing the Omnichannel Consumers’ Consumption Intention of Leisure Food: Extending TAM with Connect & Communicate
@INPROCEEDINGS{10.4108/eai.8-12-2023.2344469, author={Bei Wang and Long Yu}, title={Exploring Factors Influencing the Omnichannel Consumers’ Consumption Intention of Leisure Food: Extending TAM with Connect \& Communicate}, proceedings={Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8--10, 2023, Guangzhou, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2024}, month={4}, keywords={omnichannel retail; connect \& communicate; tam model; sicas model}, doi={10.4108/eai.8-12-2023.2344469} }- Bei Wang
Long Yu
Year: 2024
Exploring Factors Influencing the Omnichannel Consumers’ Consumption Intention of Leisure Food: Extending TAM with Connect & Communicate
MSIEID
EAI
DOI: 10.4108/eai.8-12-2023.2344469
Abstract
With the continuous development of the economy and the maturation of modern technologies such as big data and artificial intelligence, the consumption demand of consumers is increasing, and traditional consumption models can no longer meet the requirement of consumer’s shopping experience. A large number of enterprises have started to expand vertically – both online and offline, and omnichannel approach has emerged in response. This research investigates the factors influencing consumer’s intention, taking the TAM (Technology Acceptance Model) as foundational framework. The empirical research adapted four key variables – perceived usefulness, perceived ease of use, and perceived risk as independent variables, alongside with newly introduced connect & communicate as the intermediary variable based on the SICAS (Sense - Interest & Interactive - Connect & Communicate - Action - Share).