A Customer Perspective on Omnichannel Customer Journey and Channel Usage : A Qualitative Study

This is a sel -a chi ed e sion o an o iginal a icle. This e sion may di e om he o iginal in pagina ion and ypog aphic de ails. Au ho (s): Ti le: Yea : Ve sion: Copy igh : Righ s: Righ s u l: Please ci e he o iginal e sion: CC BY 4.0 h ps://c ea i ecommons.o g/licenses/by/4.0/ A Cus ome Pe spec i e on Omnichannel Cus ome Jou ney and Channel Usage : A Quali a i e S udy © 2022 Copy igh o his pape by i s au ho s. Published e sion Mali, E eliina; Paananen, Tiina; F ank, Lau i; Makkonen, Ma kus Mali, E., Paananen, T., F ank, L., & Makkonen, M. (2022). A Cus ome Pe spec i e on Omnichannel Cus ome Jou ney and Channel Usage : A Quali a i e S udy. In P. Bedna , A. S. Islind, H. Vallo-Hul , A. Nol e, M. Rajanen, F. Zaghloul, A. Ra a ini, & A. M. B accini (Eds.), P oceedings o he 8 h In e na ional Wo kshop on Socio-Technical Pe spec i e in In o ma ion Sys ems De elopmen (STPIS 2022) (pp. 299-310). RWTH Aachen. CEUR Wo kshop P oceedings, 3239. h p://ceu -ws.o g/Vol-3239/pape 24.pd 2022 A Cus ome Pe spec i e on Omnichannel Cus ome Jou ney and Channel Usage: A Quali a i e S udy E eliina Mali 1, Tiina Paananen 1, Lau i F ank 1, and Ma kus Makkonen 1 1 Uni e si y o Jy äskylä, Facul y o In o ma ion Technology, Ma ilanniemi 2, 40100 Jy äskylä, Finland Abs ac This quali a i e s udy in es iga es cus ome beha io du ing he omnichannel cus ome jou ney. The s udy aims o inc ease he unde s anding o omnichannel se ice en i onmen s om a cus ome -cen ic poin o iew. The da a was collec ed by in e iewing 10 young adul s ( om 26 o 30 yea s old) who had bough a Finnish clo hing b and (R-Collec ion) p oduc ia a digi al o a physical channel. The esea ch in e iews deal wi h he in e iewees' expe iences and channel beha io du ing hei shopping jou neys. Ou esul s e lec he mul idimensional na u e o he omnichannel cus ome jou ney and gi e in e es ing insigh s in o he usage o digi al channels and echnologies o clo hing shopping. The main esul o his s udy is a model o a cus ome jou ney in an omnichannel se ice en i onmen ha combines physical and digi al se ice channels in o a single en i y. Thus, his esea ch p o ides addi ional in o ma ion on how di e en se ice channels and en i onmen s combine om a cus ome pe spec i e. Keywo ds 1 Omnichannel, mul ichannel, cus ome jou ney, online shopping, e-comme ce, ashion e ail, quali a i e s udy 1. In oduc ion Due o digi aliza ion and eme ging echnologies, consume s use a ious channels and se ice p o ide s o hei pu chases [1]. In es men s in channel in eg a ion a e e lec ed in ope a ing p o i g ow h [2]. Channel in eg a ion is also one o he c i ical ac o s dis inguishing omnichannel om mul ichannel [3]. The impo ance o an omnichannel cus ome o he business is shown. Fo example, sa is ied omnichannel cus ome s gene a e signi ican e enue o companies [4]. Al hough omnichannel e ailing has been s udied especially in ma ke ing o many yea s, and he i s men ions o he subjec can be ound in he u n o he 2010s [5,6,7], he e a e s ill se e al esea ch gaps conce ning i . O e all, he concep is highly mul idimensional, and he e is qui e a li le esea ch ha would ake a holis ic iew o he phenomenon. Fo example, he impo ance o esea ching he opic in in o ma ion sys ems (IS) since omnichannel se ices a e en i ely dependen on echnologies and echniques [8]. P e ious esea ch also gene ally ocuses on co po a e ope a ions and objec i es. I also de ines an o ganiza ional pe spec i e a la ge. As a esul , he esea ch conduc ed pu ely om a cus ome pe spec i e shines in i s absence, excep o a ew ecen s udies [e.g., 9]. The esea ch ques ion o his s udy is: How a e consume s’ omnichannel cus ome jou neys o med based on hei expe iences in he e ail clo hing shopping con ex ? This quali a i e s udy in es iga es cus ome beha io du ing an omnichannel shopping jou ney and gi es insigh in o digi al consume P oceedings o he 8 h In e na ional Wo kshop on Socio-Technical Pe spec i e in IS De elopmen (STPIS 2022); Augus 19-21 2022 (STPIS) EMAIL: e eliina.ma[email p o ec ed] (E. Mali); iina.e.paananen@jyu. i (T. Paananen); lau i. ank@jyu. i (L. F ank) ma kus. .m[email p o ec ed] (M. Makkonen) ORCID: No a ailable (E. Mali); 0000-0001-6291-405X (T. Paananen); 0000-0002-3003-3300 (L. F ank); 0000-0002-1553-211X (M. Makkonen) ©️ 2022 Copy igh o his pape by i s au ho s. Use pe mi ed unde C ea i e Commons License A ibu ion 4.0 In e na ional (CC BY 4.0). CEUR Wo kshop P oceedings (CEUR-WS.o g) 299 beha io models and cus ome expe ience o ma ion. The s udy aims o inc ease he unde s anding o omnichannel beha io ha in eg a es digi al and physical channel usage and a ious se ice p o ide s in o one seamless cus ome expe ience. Since s udying cus ome expe ience is s udying he cus ome jou ney [1], he omnichannel cus ome jou ney was chosen as he amewo k o his s udy. Hence, his s udy p o ides unique in o ma ion on digi al consump ion habi s and cus ome beha io in oday’s digi alized omnichannel se ice en i onmen s. The esea ch con ex was limi ed o clo hing pu chases in an omnichannel se ice en i onmen . Fashion e ail plays a massi e ole in e-comme ce, and i s sha e o online shopping is signi ican . In 2017, hal o he Finnish consume s bough clo hes and accesso ies online, which is expec ed o inc ease [10]. O icial S a is ics o Finland (OSF) has s udied he de elopmen o e-comme ce in Finland be ween 2013 and 2019, inding ha clo hing shopping is one o he mos common and widesp ead o ms o online shopping in Finland [11]. Fo hese easons, his s udy ocuses on he ashion indus y. This pape is s uc u ed as ollows. Sec ion 2 de ines he undamen al concep s o he s udy based on p e ious esea ch. In Sec ion 3, da a collec ion and analysis a e p esen ed, and Sec ion 4 p esen s he indings o he s udy. Finally, Sec ion 5 ou lines he con ibu ions and manage ial implica ions o he s udy and o e s sugges ions o u u e esea ch. Also, he limi a ions o he s udy a e discussed. 2. Li e a u e Re iew Re ail channels ha e e ol ed om single o mul ichannel and u he o omnichannel [e.g., 3,12,8]. The concep s di e in e ms o channel in eg a ion and use -channel in e ac ion [8]. Al hough he e ms o omnichannel and mul ichannel in eg a ion a e pa ly o e lapping in he li e a u e [13], i is impo an o dis inguish hose. Compa ed o single and mul ichannel, omnichannel shi s he ocus om channels o he cus ome and in e ac ion [14]. Ins ead o looking a di e en se ice channels as sepa a e objec s, omnichannel b ands u ilize he syne gies be ween channels o expand hei se ice o e ing [1,15]. E en hough he cus ome -b and- con ac occu s inside a channel, he cus ome expe ience is c ea ed by in e ac ing wi h he b and [16]. The ouchpoin s connec he cus ome and he b and [17]. Thus, omnichannel is a se ice en i onmen in eg a ing all he company’s digi al and physical channels in o one seamless cus ome expe ience [13]. Figu e 1 below illus a es he b and-cus ome in e ac ion in omnichannel se ice en i onmen s in mo e dep h. Figu e 1: Cus ome -b and-in e ac ion in omnichannel se ice en i onmen s The cus ome jou ney model is widely used in design science o unde s and cus ome beha io [18]. A di e en cus ome jou ney s ages, he cus ome con ac s he company o he b and h ough a ious ouchpoin s, ei he di ec ly o indi ec ly [19,18]. Wi h omnichannel se ice, he cus ome can eely choose he ime, place, and pu chase me hod [20]. Al hough cus ome s gene ally look o in eg a ed 300 shopping expe iences, hei channel choice p e e ences a y [5]. The cus ome expe ience is buil on he ouchpoin s be ween he cus ome and he se ice p o ide , and hese ouchpoin s a e illus a ed h ough he cus ome jou ney model [13,20]. The omnichannel p ac ice has been con i med o imp o e cus ome s’ beha io al esponses owa d he b and, leading o be e cus ome sa is ac ion [21]. Supe io ly execu ed seamless cus ome expe ience can lead o in en ion o epu chase and cus ome in luence beha io , such as sha ing expe ience h ough social media [22]. Touchpoin , o a poin o con ac , is a s imulus ha plays a speci ic ole on a cus ome jou ney and ans e s a message be ween he cus ome and he se ice p o ide , b and, o o he cus ome s [14]. This encoun e c ea es a cus ome expe ience [14]. Channel co e s se e al di e en con ac poin s [15]. The channel can be company-owned (e.g., web page), cus ome -owned (e.g., cus ome 's Ins ag am eed), o hi d-pa y-owned (e.g., e aile channel). Cus ome s use a ious ouchpoin s and channels simul aneously [24,25]. The as and in ui i e mo emen is emphasized wi hin and be ween channels and de ices [19]. Hence, he omnichannel cus ome jou ney in ol es unpa alleled complexi y, such as in e ac ion choices [26]. Omnichannel is a mul idimensional cons uc in ol ing se e al concep s like a ouchpoin o a poin o con ac , a channel, channel in eg a ion, seamless cus ome expe ience, and a cus ome jou ney. The cha ac e is ics o omnichannel a e summa ized in nex Table 1. Table 1 Omnichannel cha ac e is ics Concep De ini ion Re e ence Touchpoin I is an indi idual con ac be ween he cus ome and he b and du ing he cus ome jou ney. The ouchpoin has a pu pose ha may be ei he b and o cus ome - d i en. [14,17] Channel The channel co e s se e al di e en ouchpoin s and enables he in e ac ion be ween he cus ome and he b and. In e ac ion can be ei he pe sonal o non-pe sonal. [23,27] Channel in eg a ion The design and objec i es o a channel and he le el o coo dina ion ha seeks syne gies o bo h business and use s. [2] Seamless cus ome expe ience Cus ome expe ience a ises a all con ac poin s du ing he cus ome jou ney ega dless o whe e he ouchpoin has been implemen ed. [28] Cus ome jou ney A p ocess o se ies o mul iple ouchpoin s ha a cus ome goes h ough o consume a p oduc o a se ice. [18] 301 3. Da a Collec ion and Analysis The omnichannel opic is s ill ela i ely new and sca cely s udied om he cus ome ’s pe spec i e [28], which calls o quali a i e esea ch o help o inc ease knowledge on he opic. Due o he mul idimensionali y o he omnichannel phenomenon, we chose phenomenog aphy as ou esea ch s a egy. Quali a i e me hods aim o unde s and social and cul u al phenomena [29]. We mapped expe iences on how young adul s u ilized channels as pa o hei pu chasing p ocesses ela ed o a clo hing b and. The esea ch ocused on clo hing o allow mul iple ouchpoin s be ween a cus ome and he b and. Because o he wide- anging omnichannel phenomenon, he in e iews we e limi ed o a single b and. R-Collec ion is a well-known Finnish clo hing b and and an excellen example o an omnichannel b and. The company has se e al b ick-and-mo a s o es and digi al sales channels, and i is ac i e on social media. I also has o he cus ome -b and ouchpoin s, including, o example, a loyal y p og am and collabo a ions. Selec ed e aile s also sell R-Collec ion p oduc s. Young adul s bo n in he 1990s we e chosen because hey ypically u ilize a ious digi al channels o shopping and leisu e. Fu he , hey ha e expe ienced channel in eg a ion and di e en shopping ends on hei own. Each in e iewee had a ne wo k connec ion, a ious de ices and applica ions, and he oppo uni y o isi he physical s o e a he ime o pu chase. The da a collec ion was ca ied ou by in e iewing en olun a y young adul s aged 26 o 30 ( o de ails, see upcoming Table 2). The sa u a ion de e mined he numbe o he pa icipan s [30]. A maximum ime in e al o ou mon hs was selec ed be ween he pu chase o he p oduc and he ime o he s udy in e iew. This way, he in e iewees could s ill emembe and iden i y he channels hey had used and hei expe iences conce ning he channels. The in e iews we e conduc ed emo ely ia Mic oso Teams because o he ongoing COVID-19 pandemic. The in e iewees we e conduc ed in Finnish and ansc ibed in English. Table 2 De ails o he pa icipan s o he s udy Age Gende Las pu chase ( ime) om R-Collec ion Las pu chase (p oduc ) om R-Collec ion T ansac ion channel (de ice) In e iew du a ion P1 27 Female 2 weeks Jacke , ouse s B ick-and-mo a s o e (Helsinki 45 P2 30 Male 1 week Jacke Online s o e in Ins ag am (sma phone) 29 P3 26 Female 1 week Beanie, ca digan, ski Online s o e (sma phone) 38 P4 27 Female 3 mon hs Ski Re aile ’s online s o e (sma phone) 52 P5 26 Male 4 mon hs Ha B ick-and mo a s o e (Kajaani) 36 P6 28 Male 3 mon hs Jacke B ick-and mo a s o e (Kajaani) 54 P7 27 Female 2 mon hs T ouse s To i C2C online ma ke place applica ion (sma phone) 42 P8 26 Female 2 weeks T ouse s Online s o e (compu e ) 34 P9 26 Female 1 week Jacke , 2x shi Online s o e (sma phone) 56 P10 28 Female 2 weeks 2 x ouse s Online s o e (compu e ) 72 302 The in e iewees we e i s b ie ly p esen ed wi h he concep s o omnichannel and cus ome jou ney o help hem o analyze hei expe iences. The expe iences sha ed by he in e iewees we e eco ded and ansc ibed, and his da a was hen coded and analyzed. Fi s , he da a was coded by ouchpoin s and s age o he cus ome jou ney. All exp essions in which pa icipan s desc ibed hei ac ions and expe iences we e ex ac ed and hen iden i ied. The esul s o he analysis a e p esen ed nex . 4. Findings The indings show di e en s ages o he omnichannel cus ome jou ney and illus a e he indi iduali y o channel usage du ing he pu chasing p ocess. The subsec ions go h ough se en iden i ied c i ical phases o an omnichannel cus ome , and he channel usage is discussed unde each subsec ion. 4.1. Awa eness and Need Recogni ion The social en i onmen 's ole was signi ican in c ea ing awa eness o he p oduc in all he pu chasing p ocess desc ip ions. The a ec ing social en i onmen included bo h a physical en i onmen and social media o a g ea e ex en . Howe e , he e we e di e ences among he in e iewees be ween wha in luenced hem mos on social media. Whe eas some emphasized he ole o selec ed iden i iable and meaning ul social media in luence s, some no iced he in luence o iends and amily. Also, he impac o di ec social media ad e ising was no iced. On he o he hand, Ins ag am was pa o he in e iewees’ daily ou ines, and he usage was se e al hou s pe day. Based on his, i is easy o unde s and ha social media played an impo an ole in pu chasing. ”I guess I had seen he same ou i on a social media in luence I ollow. Tha made he idea o me wea ing i [ he ou i ] qui e na u al.” (P1) As he abo e ci a ion illus a es, he pa icipan s we e qui e awa e and capable o analyzing how much social media had in luenced hei pu chases. Besides his, he p e ious b and image o med he awa eness o a p oduc . Fo example, he in e iewee below desc ibes his shopping beha io as impulsi e. “I migh be a somewha impulsi e buye . Bu , in he end, I buy qui e a li le. I I do buy some hing, i ’s ei he on a whim o , like usual, I ha e some special hing [p oduc ] on my mind ha I’ e been looking o a long ime.” (P5) 4.2. In o ma ion Sea ching and P ocessing The salespe son was a c i ical channel o in o ma ion e ie al in he b ick-and-mo a s o e. In o he cases, in o ma ion was sough ia a ious digi al channels. The mos used digi al channels we e he company’s websi e and Ins ag am accoun . O he digi al channels used o in o ma ion e ie al we e web a icles, blog ex s, and p oduc e iews accessed ia Google. The in e iewees looked o in o ma ion on hese channels, especially p oduc ea u es like ma e ial o quali y. “In a s o e, I hink i ’s na u al o ask di ec ly om he salespe son. […] I migh ask my iends abou hei expe iences. I I use Google, I’m in e es ed in a icles o pos s ha a e mo e like s o ies abou he p oduc s and memo ies associa ed wi h hose.” (P1) As he ci a ion abo e poin s ou , some in e iewees desc ibed social media in luence s and paid collabo a ions as a signi ican pa o in o ma ion sea ch and p ocessing. This inding is simila o he 303 one desc ibed in he p e ious sub-sec ion and emphasizes he ole o social in e ac ions in omnichannel buying. Based on pa icipan s' desc ip ions, social media in luence s pe cei ed as us wo hy and eliable can communica e ma ke ing messages e ec i ely and c edibly. The ole o in e nal sou ces (e.g., amily and iends) is emphasized in in o ma ion e ie al [31]. Ou s udy sugges s ha he con en p oduced by R-Collec ion’s in luence s was no seen as a ma ke ing message bu a he as hones p oduc e iews. The amoun o in o ma ion sea ch and p ocessing in o ma ion seemed o be ela ed o how willing he in e iewees we e o use hei ime and esou ces a his s age. Fo example, pa icipan s who showed s aigh o wa dness and impulsi eness p e e ed as buying p ocesses. ” I don’ compa e he op ions. When I ind a sui able one, I am buying wi hou hesi a ion. I would desc ibe mysel as a s aigh o wa d shoppe .” (P2) On he o he hand, some pa icipan s had wo n ou hei co esponding clo hes. Tha may ha e made he need o a new p oduc mo e conc e e and immedia e compa ed o o he in e iewees. These pa icipan s also epo ed ha hey ely hea ily on ma ke ing messages and wo d-o -mou h. A longe ime o in o ma ion sea ching may also in ol e a jus i ica ion o he pu chase i sel . ”O cou se, I wan ed he ski , bu he need was no i al o e en eal. […] I decided o gi e some ime o he hough o see i I e en emembe i [ he ski ] la e on.” (P4) ” I use a lo o ime o hink i I need i [ he ga men ] and o ind he igh one.” (P5) In some o he in e iews, pos -pu chase in o ma ion e ie al occu ed. I was ela ed o wo di e en pu poses. Fi s , some in e iewees said ha hey sea ched o in o ma ion ela ed o he use o he p oduc a his poin . Second, in o ma ion sea ch seemed o be a way o con ince onesel o a success ul pu chase. Pos -pu chase in o ma ion sea ch occu ed mainly in online channels. In o ma ion was sea ched, o example, on p oduc cha ac e is ics, s ock s a us, o p ice. Fo example, checking he p oduc in an online s o e and no ing ha i was sold ou alida ed he pu chase and made he cus ome happy. In addi ion, some in e iewees had used online a icles o check washing ins uc ions. ”Qui e o en a e pu chasing a p oduc , I go o he websi e o see i i ’s sold ou . I kind o go he eeling o sa is ac ion ha o he s ha e wan ed he same p oduc as well.” (P4) In addi ion, pos -pu chase in o ma ion was sough o inspi a ion. Fo example, explo ing how he pu chased p oduc could be combined wi h o he clo hes. Inspi a ion was sough om R-Collec ion online and social media channels and con en by in luence s and o he use s on Ins ag am. Pa icipan s emphasized he isuali y o pic u es and channels. ”I wen o see wha colo clo hes he shi had been pai ed wi hin he online s o e. […] I also looked up how a social media in luence had combined he clo hes.” (P3) 4.3. Impulse Based on he in e iews, a clea impulse was iden i ied on he omnichannel cus ome jou neys. The impulse was ela ed o he i s h ee s ages o he pu chasing p ocess. The impulse led o (i) a need o o awa eness o he p oduc , (ii) a mo e de ailed sea ch abou he p oduc , o (iii) an immedia e swi ch o he ansac ion. In he in e iews, he omnichannel se ice en i onmen made he impulse possible. The impulse was se ice p o ide -d i en, and i appea ed in he igh channel a he igh ime, o en on Ins ag am. Fo example, sponso ed con en on Ins ag am was seen as ollows: 304 “Then one nigh I was b owsing Ins ag am, and a nice-looking jacke came up he e as a sponso ed ad. I opened i [in he Ins ag am shop] and o de ed i .” (P2) Discoun s and o e s we e a signi ican igge o he buying impulse. Discoun ed p oduc s we e desc ibed as easu es ha we e hun ed and ough o , added wi h a ea o losing o missing he oppo uni y. “I was deligh ed wi h he o e . As i , some p imi i e hun e -ga he e ins inc was waking up. I had ound a easu e [clo hing] be o e o he s.” (P4) 4.4. T ansac ion The paymen p ac ices seemed o depend on he channel used o paymen — all in e iewees who deal in he physical channels paid wi h a debi ca d. Many in e iewees also used a sma phone o make he ac ual debi ca d paymen in-s o e. “I mainly use Apple Pay. In a b ick-and-mo a s o e, I‘m used o paying by ca d. I doesn’ make much o a di e ence ei he i ’s my phone o he plas ic one.” (P5) Howe e , when buying om online channels, a ious paymen me hods we e u ilized. In e iewees emphasized in o ma ion secu i y, eliabili y, ease, and speed di e en ly. “MobilePay is somehow esh, and he speed and ease o use do a lo .” (P10) “When I am shopping online, I always use c edi ca d since ha b ings secu i y.” (P5) 4.5. Deli e y and Re u ns A deli e y channel is au oma ically in ol ed in a cus ome jou ney when pu chasing om an online s o e. Some in e iewees we e a ec ed by deli e y cos s and added mo e p oduc s in o hei shopping ca un il i s alue exceeded he limi needed o ee shipping. Also, as deli e y and deli e y possibili ies inc eased he willingness o pu chase. Fo example, sel -se ice pa cel machines made con ac less deli e y possible and, o ha eason, some a o ed hem. “I a he choose [deli e y] as close as possible. I usually a o a sel -se ice pa cel machine, and i ’s so handy, no need o un e ands. You jus go and ap he code.” (P9) The p oduc e u ns we e mainly expe ienced challenging. In e iewees e en p e e ed o go o he b ick-and-mo a s o e ins ead o buying online, e en hough he e u ning cos s we e ee. Fo example, he labo ious e u ning p ocess a ec ed pu chase decisions, as some in e iewees men ioned ha ing conside ed hei shopping ca o a longe ime and ying o a oid mis akes. ”I’ e ound ha I am mo e likely o make mis ake pu chases on he In e ne .” (P1) 4.6. Loyal y and engagemen A e he pu chase, he in e iewees we e gene ally happy wi h hei pu chased clo hing and epo ed sa is ac ion wi h he o e all p ocess. Howe e , he e we e di e ences in loyal y and engagemen beha io be ween he in e iewees. Some wan ed o sha e hei e iews and hough s o he pu chased p oduc s, hus showing loyal y owa d he b and. Some o he in e iewees did no show any di ec 305 engagemen beha io . Despi e his, hey also epo ed ha hey would buy again om R-Collec ion, and he cus ome jou ney his way a ec ed u u e shopping p e e ences. Some pa icipan s el uncom o able sha ing hei pu chases wi h hei close ones due o di e en alues. The expe ienced shame abou shopping could lead o hiding new clo hes om lo ed ones. “La ely, he e’s been a bi o a con adic ion in how much I’ e been buying e e y hing. Maybe ha ’s why I don’ like o sha e i [ he pu chase] wi h o he s.” (P9) Despi e his, hey we e willing o sha e hei e iews anonymously i he selle had asked his, o example, by e-mail. P oduc e iews om o he cus ome s we e conside ed bene icial o pu chase decisions. Howe e , R-Collec ion did no encou age he in e iewees o do pos -pu chase e iews. “I didn’ do a e iew, bu I would ha e gladly done one i i would ha e been eques ed. […] I ely on e iews made by o he cus ome s.” (P10) Digi al channels, such as Ins ag am and Wha sApp, we e used o sha e he joy o a new pu chase. Sha ing posi i e expe iences is one o m o cus ome engagemen beha io and u he co-c ea ing alue [32]. “I sha ed a pic u e o he shopping bag on my Ins ag am s o y because I was so exci ed ha i was inally mine. Unlike usual, hen I go qui e a many [commen s].” (P1) Ou esul sugges s ha omnichannel se ices could suppo his kind o cus ome beha io . Ano he way o pa icipan s o engage in omnichannel se ices was o p oduce con en on social media channels. 5. Summa y o he Resul s and Discussion 5.1. Summa y o he Resul s The li e a u e de ines omnichannel as an in eg a ed and seamless cus ome expe ience ha eme ges a a ious ouchpoin s and channels be ween he cus ome and he company [28,9]. This s udy aimed o unde s and how he cus ome jou ney is o med by iden i ying in e iewees' expe iences. The s udy also mapped pa icipan s' channel use du ing he p ocess. The esea ch ques ion o his s udy was: How a e consume s’ omnichannel cus ome jou neys o med based on hei expe iences in he e ail clo hing shopping con ex ? As a esul o his s udy, we p esen a i e-s age model a ec ed by p e ious expe iences and an impulse ac o . Ou model aligns wi h o he cus ome jou ney esea ch [e.g., 18,19,33] bu p o ides mo e in-dep h and up- o-da e in o ma ion on omnichannel-speci ic cus ome beha io . Figu e 2 below summa izes he esul s. The a ious channels ha appea ed in pa icipan s’ cus ome jou ney desc ip ions a e lis ed unde each phase o he cus ome ’s jou ney. 306