Title: An evaluation model for measuring the impact of omnichannel information processing on digital shopping decision

Authors: Jugal Kishor; Saket Kumar Bhardwaj; Swati Sharma

Addresses: Central University of Rajasthan, Ajmer, India ' Centre for Journslism and Mass Communication, HNB Garhwal University, Uttarakhand, India ' School of Business and Commerce, Manipal University Jaipur, Rajasthan, India

Abstract: Recently, the term omnichannel has been associated with some consumers due to their information-processing tendency through physical as well as digital channels. This multichannel viewpoint of consumers tends to offer a seamless digital shopping experience. Consequently, the central objective of this paper is to diagnose the contribution of omnichannel information processing in digital shopping decisions. Elaboration likelihood model (ELM) is employed as a theoretical framework to design the research paper and to understand important contributors of omnichannel behaviour to affect digital shopping decisions. A survey was conducted to organise data from 423 respondents. The proposed hypotheses were analysed using PLS-path modelling and PLS-MGA. The findings supported that omnichannel tendency positively affect digital shopping decision through the central route as well as the peripheral route of information processing. This work offers omnichannel behaviour as a consumer characteristic in information search and analysis. Furthermore, this assignment provided a platform to integrate traditional theories with new concepts.

Keywords: omnichannel; emotion; digital shopping decision; central cues; peripheral cues; information search.

DOI: 10.1504/IJPM.2023.130736

International Journal of Procurement Management, 2023 Vol.17 No.2, pp.255 - 276

Received: 11 Aug 2021
Accepted: 28 Oct 2021
Published online: 04 May 2023 *

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