Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Nowadays, consumers use information devices to products and services through various channels. Omnichannel promotes sales improvement by allowing businesses secure multiple It provides with a wider range of choices monetary advantages. As such, omnichannel facilitates economic sustainability as major platform for commerce. The purpose this study is identify the determinants consumers’ continuous intention omnichannel. This research collected data from 262 who had used Partial lease square structural equation modeling was employed analyze empirical data. results found that accessibility positively affects perceived ease use, usefulness, relative advantage. Monetary saving influences Perceived risk has negative association Continuance influenced advantage, attitude, subjective norms, behavioral control. offers an academic contribution in model expanded combining theories both technology human behavior. practical implications practitioners should prioritize money saving, risks, To enhance generality results, future needs survey more countries. work would be useful guide economy.