The effect of App quality and compatibility on consumers' omnichannel App adoption and loyalty: Comparison of US and Korean Consumers

Abstract

This paper proposes to empirically test a research model that evaluate the importance of selected antecedents of consumers’ omnichannel shopping loyalty. In particular, this paper examines the influence of two variables (i.e. compatibility, omnichannel app quality) in understanding consumers’ response to omnichannel retail service. Social cognitive theory and technology task fit theory are applied as theoretical frameworks, and the Technology Acceptance Model (TAM) is applied as a reference framework for the empirical research model. The proposed model is assessed with the partial least squares structural equation modeling (PLS-SEM), and the empirical data is collected from the U.S. and Korea. A web-based survey was developed to collect data from the U.S. and South Korean consumers who have experience using the OC apps. In total, 130 responses and 123 responses were used from the U.S. and South Korea, respectively for empirical analysis. This study finds the significant direct relationship of the 5 predictors (perceived quality of the OC app, perceived compatibility, perceived ease of use, perceived usefulness) with the key construct – consumer loyalty.