Determinants of Omnichannel Shoppers’ Perceived Value and their Shopping Intention

This paper aims to understand the determinants of Vietnamese shoppers’ perceived value and their shopping intention towards omnichannel. First, this examines factors affecting customers’ omnichannel identifies predictors these factors. Second, it association between retailing. In doing so, study utilizes quantitative research by means a survey 225 shoppers in electronics retail industry Ho Chi Minh City. Exploratory factor analysis, confirmatory structural equation models are employed analyze data. The findings show that compatibility risk have significant with value; consistency, flexibility, personalization; predictor is consistency. addition, has positive intention. supports current knowledge retailing extends framework providing contextual from Vietnam. Practical implications provided practitioners for implementing maintaining successful adoption.