Understanding the omnichannel shopping intention of offline-focused consumers

While digital transformation and omnichannel retailing are becoming prominent in the retail industry, consumers are still oriented toward physical stores. Therefore, we examined offline-focused consumers’ omnichannel shopping intention by incorporating channel fluency and personalization into the theory of planned behavior. Furthermore, we examined whether the effects of channel fluency and perceived personalization on attitude consistency and perceived behavioral control were moderated by offline channel usage frequency. We surveyed 2,163 Uniqlo consumers and analyzed their responses using structural equation modeling. The results showed that channel fluency and perceived personalization predicted attitude consistency and perceived behavioral control. Attitude consistency, subjective norms, and perceived behavioral control predicted offline-focused consumers’ omnichannel shopping intention. Further, offline channel usage frequency positively moderated the effect of channel fluency on perceived behavioral control, and negatively moderated the effect of personalization on perceived behavioral control. Implications are discussed for theory and practice.