Chronotypes’ Task-Technology Fit for Search and Purchase in Omnichannel Context

What is it about?

Advances in technology have led to a spurt in tech-savvy consumers displaying increasingly complex behavior. In the past, consumers concluded their search and purchases at a single physical store. Nowadays, however, they possess a number of digital devices (desktops and/or mobiles) through which they can switch channels seamlessly to search for information and make a purchase. There are very few studies that investigate desktop and mobile channels separately; this is perhaps the first study that examines the effect of chronotypes (evening- and morning-type individuals) on a sample of Chinese university students using online and mobile channels in the omnichannel process. The results from a sample of 311 digital shoppers (desktops and/or mobiles) confirm that the mobile channel offers greater task-technology fit to evening-type respondents and desktop channels present better task-technology fit to morning-type respondents to engage in the omnichannel process. Furthermore, this study discussed contributions and insights for managers to develop an effective omnichannel strategy.

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Photo by Erik Lucatero on Unsplash

Photo by Erik Lucatero on Unsplash

Why is it important?

The main gaps filled by this study are as follows. First, prior studies have focused primarily on multichannel marketing while there are very few which investigate omnichannel marketing. While most studies deal with the omnichannel process in terms of offline and online channels (PC), this study incorporates mobile channels as well. In comparison with prior studies, this study examines the two most significant stages of the decision-making process—search and purchase [30]. In particular, this work investigates the collective use of digital and offline channels. Second, this study analyzes how personal constructs that contribute to consumer behavior shape the way consumers are involved in the omnichannel process. Third, by analyzing chronotype variable in the omnichannel process, this study provides a deeper understanding of omnichannel consumer behavior, which will be likely to grab the attention of academicians and businesses alike in future research. Finally, this study explores, how chronotype affect task (search and purchase)-technology (mobile/desktop) fit in omnichannel process. Furthermore, while prior studies regard omnichannel engagement from the perspective of consumers in the West, this study investigates the omnichannel process in the Chinese context. According to a report by Borak [31], 80% of online shoppers are between 18 and 35 years old. According to Team [32], in the second quarter of 2017, in China, online B2C sales were about US$ 132.6 billion. As most businesses are struggling to develop an omnichannel strategy for mobile consumers, this study will help both academicians and marketers understand the ever-growing base of omnichannel consumers.

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