Interdisciplinarily Exploring the Most Potential IoT Technology Determinants in the Omnichannel E-Commerce Purchasing Decision-Making Processes

This research has interdisciplinarily employed the “SoLoMo” concept of Intern of Things (IoT) technology, Social Cognitive Theory and the Technological Acceptance Model (TAM) into the hierarchical Analytical Network Process (ANP) model of qualitative analysis in order to concretively construct the most comprehensive IoT technology model in the purchasing decision-making process of the omnichannel e-commerce model. Statistically, this research not only employed the Factor Analysis (FA) approach of quantitative analysis for systematically assaying the data results from the dispensation of large-scale questionnaires to refine the commonality of each sub-criterion with higher research representativeness and validity but it also applied the Fuzzy Set Theory (FST) and Grey Relation Analysis (GRA) methods of qualitative analyses for in-depth analytically evaluate the data results from the operation of expert’s questionnaires to refine the measured consequences of the ANP model with higher research accuracy and reliability. Conclusively, the “Purchasing Original Intentions” has been the most critical purchasing factors in the omnichannel e-commerce purchasing decision-making processes which means current omnichannel e-commerce consumers have commenced to firstly and rationally think over before making purchasing decisions and actions without any irrational consumptions. Conclusively, “Purchasing Importance-Purchasing Importance (PI)”, “Purchasing Financial Status-Purchasing Financial Status (PFS)” and “Purchaser’s Personality-Purchaser’s Personality (PP)” were the most potential IoT technology determinants in the omnichannel e-commerce purchasing decision-making processes because (1) omnichannel e-commerce consumers have been rationally focused on what they demand without traditional emotional purchasing consumptions, (2) omnichannel e-commerce consumers have rationally considered their financial resources without impulsive purchasing consumptions and (3) omnichannel e-commerce consumers have rationally respected their personal characteristics and individual value without blindly purchasing consumptions.

Abstract licence: CC BY

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