Investigation of the factors that affect the purchase intention of omnichannel customers with UTAUT2

Consumer expectation has taken its place as a factor which should be focused for retailers with increasing competition. It is considered that the biggest challenge and also the most important tool for retailers to meet consumer expectations is technology. While technology facilitates the purchasing of consumers, it creates a great challenge for the retailer. It is up to the retailer's creativity to turn this challenge into an advantage. The omnichannel strategy is a technology-based strategy used by retailers who turn this challenge into an advantage. The omnichannel is put forward for the need of consumers to use different channels seamlesly and simultaneously during a single shopping. In order to provide consumers with integrated channel services, retailers develop various applications for different areas such as sales, payment and delivery. The aim of this study is to determine the factors that affect the purchasing intention of the omnichannel customers with the UTAUT2 model's variables. The research was conducted face-to-face surveys with consumers using omnichannel applications residing in Istanbul. According to the research results; price value and hedonic motivation, effort expectation, facilitating conditions and habit has significant effect on purchase intention. However, performance expectation and social influence's significant effects were not determined. Keywords: Omnichannel, Omni-Channel, Customer Behaviour, Technological Developments, Retailing Industry