Future business trends and security risks of consumer information. General z's perspective when experience of intergrating shopping on omnichannel.

Abstract

Purpose: The integration of various channels to provide the best customer experience has caused a revolution in the retail industry, and this can be attributed to the significant progress made in information and communication technology. To meet the needs of customers, retailers are trying to enhance the customer experience by channel integration and customer empowerment. As the recognition of the impact of omnichannel retailing on business grows, this is becoming more apparent and concerns about the security of customer information remain a subject of debate. In addition to considering the direct (consumer empowerment, perceived risk) and indirect (channel integration, data privacy) factors affecting the trust of Gen Z customers, the study also wants to give readers a look at how that trust influences the purchase intention of customers. Methodology: To achieve our research objective of customer concerns with information security and its impact on trust and purchasing decisions, we collected 337 sampled consumers and data. Data were analyzed using at least partially squared structural equation modeling (PLS-SEM). Findings: The study found that the factors of consumer empowerment and perceived risk have a positive effect on the trust of Generation Z, as well as contribute to purchase intention. However, during our analysis, we found that omnichannel's channel integration did not affect the consumer empowerment factor as expected. In the process of making sales to audience Z, omnichannel retailers must pay special attention to building consumer trust. To achieve this goal, the team to export omni-channel retailers should now empower consumers more, while simultaneously strengthening their privacy protection, reducing the risk of uncertainty on consumer perceptions of retailers. Originality/ Value: This study provides a rich concept of a tool for omnichannel customer experience that can serve as a springboard for future studies investigating the precursors and effects of omnichannel experiences and can be used as a guide to design an effective omnichannel retail strategy.