A Study on the Effect of Omnichannel Customers Acceptance Attitudes and Loyalty: Focusing on UTAUT2

In this study, the UTAUT2 was intended to understand how consumers accept Omnichannel services and whether the Omnichannel provided by the company has a positive impact on loyalty. We designed a survey focused on consumers who have used Omnichannel services. The survey period was for 3 months from October 1 to December 31, 2020, and 280 copies were collected, but used 270 copies for the final analysis, excluding questionnaires that were not suitable. In this study, it was confirmed that UTAUT2 had a significant effect on loyalty and acceptance attitude. Among the sub-variables of the Omnichannel, social influence and habits were not found to have a significant effect, and it can be analyzed that social influence and habits are not important for consumers to continue to use the Omnichannel. In addition, since acceptance attitude was found to have a positive effect on loyalty, it can be said that the more positive the attitude to accept Omnichannel services, the higher the loyalty of consumers and the higher the possibility of continuous use.