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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
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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.
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