政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/140533

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/140533

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/140533

Title:	Analyzing the Omni-Channel Shopper Journey Configuration of Generations Y and Z
Authors:	陳立民 Chen, Li-Ming Chang, Wei-Lun
Contributors:	企管系
Keywords:	Engel-Kollat-Blackwell Model;Generation Y;Generation Z;Goal Theory;Markov Chain Switching Model;Omnichannel
Date:	2021-12
Issue Date:	2022-06-30 16:14:09 (UTC+8)
Abstract:	Omni-channel retailing has been an essential issue to enterprises nowadays. This research applies goal theory to Engel-Kollat-Blackwell model in the omni-channel context and adapt the concept of Harris, Riley & Hand (2018) to shopper journey configurations, including search, evaluation, and purchase of decision making process. This study selected iPhone as the product and collected 179 participants of Gen Y and 126 participants of Gen Z to analyze shopper’s journey. The results indicated Gen Y replied on online review after searching and made own judgement, and preferred store purchase. Gen Z either replied on online review or directly made own judgement after searching, and preferred store purchase. Both generations utilized all types of search and referred to online reviews of evaluation process, and purchased at the store. Our findings also benefit to companies’ mange profitable omni-channel strategy.
Relation:	Journal of Organizational and End User Computing, 33(6), 1-18
Data Type:	article
DOI 連結:	https://doi.org/10.4018/JOEUC.293273
DOI:	10.4018/JOEUC.293273
Appears in Collections:	[企業管理學系] 期刊論文

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