คุณค่าการเลือกช่องทางของบุคคลแต่ละช่วงวัยกับความตั้งใจในการซื้อสินค้าแบบออมนิแชนแนล
คำสำคัญ:
Single-Channel, Showrooming, Webrooming, Perceived channel value, Generational differences, Omnichannel shopping intentionบทคัดย่อ
ผู้บริโภคมีการใช้และมีความชื่นชอบในเส้นทางการเลือกซื้อสินค้าผ่านช่องทางที่หลากหลาย ทั้งในรูปแบบร้านค้าจริงและช่องทางดิจิทัล ท่ามกลางภูมิทัศน์ของค้าปลีกที่เปลี่ยนแปลงไป ระบบออมนิแชนแนล (Omnichannel) ได้กลายเป็นกลยุทธ์ที่มีความสำคัญเพิ่มขึ้นในช่วงหลายปีที่ผ่านมา อย่างไรก็ตาม ผู้บริโภคที่เลือกใช้ช่องทางเดียว (Single-channel) ก็ยังคงมีอยู่ วัตถุประสงค์ของการศึกษานี้ คือ การวิเคราะห์ผลของการรับรู้คุณค่าของผู้บริโภคต่อเส้นทางการเลือกซื้อผ่าน 4 ช่องทาง ได้แก่ แบบออฟไลน์อย่างเดียว (pure offline), แบบออนไลน์อย่างเดียว (pure online), แบบดูสินค้าที่ร้านแล้วไปซื้อออนไลน์ (showrooming ), และ แบบดูสินค้าออนไลน์แล้วไปซื้อที่ร้าน (webrooming) ต่อความตั้งใจในการซื้อสินค้าแบบออมนิแชนแนล โดยมีอิทธิพลของเจเนอเรชัน (Generation X, Y และ Z) เป็นตัวแปรกำกับ ข้อมูลถูกรวบรวมจากผู้ตอบแบบสอบถามจำนวน 426 คน และนำมาวิเคราะห์ด้วยการถดถอยเชิงลำดับขั้น (hierarchical regression analysis) ผลการศึกษาพบว่า การรับรู้คุณค่าของแบบช่องทางเดียวทั้งสองช่องทาง (pure offline และ pure online) มีความสัมพันธ์ในเชิงลบกับความตั้งใจในการซื้อแบบออมนิแชนแนล ในทางตรงกันข้าม การรับรู้คุณค่าแบบหลายช่องทางทั้งสองช่องทาง (showrooming และ webrooming) มีอิทธิพลในเชิงบวกต่อความตั้งใจในการซื้อแบบออมนิแชนแนล นอกจากนี้ ยังพบว่า Generation Y ได้รับผลกระทบในเชิงลบจากคุณค่าของช่องทางแบบออฟไลน์อย่างเดียว (pure offline) มากกว่ากลุ่มอื่น และยังแสดงให้เห็นถึงผลเชิงบวกที่ชัดเจนยิ่งขึ้นจากคุณค่าของช่องทาง webrooming ด้วยเช่นกัน
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