Abstract:

The world of retailing has changed spectacularly, because the online channel and new additional digital channels such as mobile channels and social media have changed retail business models and consumer behavior. Omni-channel refers to the use of both physical and online channels combined with the delivery of optimal shopping experiences. This paper aims to identify the factors that influence omni-channel consumers' behavior through their acceptance of different distribution channels and intention to use new technologies interchangeably with traditional channels during the shopping process. The paper shows how digital channels can be combined with traditional physical retailing, in order to enhance the value of the shopping experience. On basis of conducted research, the factors, which are the most important for consumer satisfaction in omni-channel shopping, have been indicated.