Omnichannel Shopping Intention in Indonesian Online-to- Offline Grocery Retailers

Abstract

With the change in shopping trends, grocery retailers, which were previously present in offline channels, began to expand by also presenting online channels for their customers, resulting in the emergence of the online-to-offline (O2O) phenomenon for groceries retail that applies the omnichannel concept in order to create an omnichannel customer experience and resulting in omnichannel shopping intention through perceived compatibility and perceived risk. This research was conducted on 251 respondents through an online questionnaire using purposive sampling, and the research data was analysed using the SEM-PLS method. This study concludes that Connectivity, Integration, and Consistency as elements of omnichannel customer experience influence Perceived Compatibility; Personalization also influences Perceived Risk; then Perceived Compatibility influences Omnichannel Shopping Intention, while Perceived Risk has no significant effect on Omnichannel Shopping Intention. The results of this study are expected to provide insight for the O2O grocery retailers in Indonesia regarding customer experience to increase their shopping intention in an omnichannel context.