@techreport{4389711a4e9849f892bfd82d81514b53,
title = "Millennials{\textquoteright} adoption of omnichannel retailing",
abstract = "This study examines Millennials{\textquoteright} adoption of omnichannel retailing and the underlying mechanism. Four studies were conducted to examine the moderating roles of product category and regulatory focus on Millennial{\textquoteright}s purchase intentions in omnichannel retailing. Study 1 and 2 findings show that Millennials adopt omnichannel retailing over pure brick-and-mortar and pure online retailing and that perceived convenience, enjoyment, and value determine the adoption of omnichannel retailing for shopping. Study 3 shows that product category influences Millennial{\textquoteright}s preference for omnichannel retailing. Finally, Study 4 offers support for the moderating role of Millennials{\textquoteright} regulatory focus in determining their retail format choice for shopping.",
keywords = "Millennials, convenience, enjoyment, omnichannel, online retailing, purchase intentions, Millennials, convenience, enjoyment, omnichannel, online retailing, purchase intentions",
author = "Chong, {Alain Yee Loong}",
year = "2018",
month = apr,
day = "12",
language = "English",
publisher = "The University of Nottingham Ningbo China",
address = "China",
type = "WorkingPaper",
institution = "The University of Nottingham Ningbo China",
}