The Determinant Factors of Omnichannel Service Adoption in Jakarta
Wenny Rukmana *
Department of Management, Creative Marketing Program, BINUS Business School Master Program, Bina Nusantara University, Jakarta, 11480, Indonesia.
Hermawan Susyanto
Department of Management, Creative Marketing Program, BINUS Business School Master Program, Bina Nusantara University, Jakarta, 11480, Indonesia.
Antonio .
Department of Management, Creative Marketing Program, BINUS Business School Master Program, Bina Nusantara University, Jakarta, 11480, Indonesia.
Ina Agustini Murwani
Department of Management, Creative Marketing Program, BINUS Business School Master Program, Bina Nusantara University, Jakarta, 11480, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Along with the development of technology in retail, consumers have increased their expectation about experience convenience in retail. Starting with the growth of various platform, the next development is the experience that combined both offline and online service known as Omnichannel. The Omnichannel Service Adoption is explained by Wixom Model shows the relationship of object-based beliefs, channel integration quality, perceived fluency, and internal and external usage experience as moderating effects of perceived fluency. The adoption of Omnichannel is important to deliver a consistency of data and user experience compared to multichannel. The research uses quantitative approach with Structural Equation Model (SEM) PLS for data analytic. The population is referred to Berrybenka, a prominent fashion e-commerce in Jakarta, customers. The result shows that Breadth Channel Choice, Channel Service Transparency, Content Consistency and Process Consistency have a significant and positive influence on perceived fluency. The implication and limitation of the research are also highlighted.
Keywords: Omnichannel, fashion retailer, perceived fluency, service usage, channel integration quality.