Research on retailers’ behavioral intention and behavior of using the omnichannel ecommerce solution (OES) used the Unified Theory of Acceptance and Use of Technology (UTAUT2) model and supplemented the other factors such as seamless supply, omnichannel integration. Research concerns about behavioral intention and behavior of using OES as this is a global trend; OES has become one of the top priorities for businesses to thrive in the rapidly changing market and retain customers; increasingly high standards are being set for digital experiences. Therefore, retailers must quickly adapt to new trends for sustainable development to keep up with the transformation and increase the use of OES. The results show that effort expectation, social influence, hedonic motive, retailers’ capacity, seamlessly connecting have a positive impact on retailers’ behavioral intention and behavior of using OES. Behavioral intention and favorable conditions have a positive impact on behavior of using OES. Meantime, omnichannel integration have a negative impact on behavior of using OES in Vietnam. This research helps managers and OES providers to develop their skills and expertise, and the study results may prove diagnostically useful to the retailers’ behavioral intention and behavior of using OES.

1. Abed, S. S. (2020). Social commerce adoption using TOE framework: An empirical investigation of Saudi Arabian SMEs. International Journal of Information Management, 53, 102118. https://doi.org/10.1016/j.ijinfomgt.2020.102118
2. Bayram, A., & Cesaret, B. (2020). Order fulfillment policies for ship-from-store implementation in omni-channel retailing. European Journal of Operational Research, 1–16.
3. Briedis, H., Kronschnabl, A., Rodriguez, A., & Ungerm, K. (2020). Adapting to the next normal in retail: The customer experience imperative. Available online: https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-in-retail-the-customer-experience-imperative#/ (accessed on 1 April 2024).
4. De la Fuente, A. M. (2019). Omnichannel Retailing and Changing Habits in Consumer Shopping Behavior [PhD thesis]. Universidad de La Rioja.
5. Dhiman, N., Arora, N., Dogra, N., et al. (2019). Consumer adoption of smartphone fitness apps: an extended UTAUT2 perspective. Journal of Indian Business Research, 12(3), 363–388. https://doi.org/10.1108/jibr-05-2018-0158
6. F. Hair Jr, J., Sarstedt, M., Hopkins, L., et al. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/ebr-10-2013-0128
7. Global Payments. (2019). 7 key factors for a successful omnichannel business strategy. Available online: https://www.globalpaymentsinc.com/-/media/global-payments/files/us/omnichannel/omni-book-lu-v2.pdf?la=en (accessed on 1 April 2024).
8. Gunawan, A., Losaura, F., & Ahmad, N. (2020). Millennial consumer segmentationi in omnichannel implementation of fashion retailers in Jakarta using UTAUT2 model. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7), 2368–2382.
9. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate data analysis, 7th ed. New Jersey: Prentice Hall.
10. Harada, T (2019). Electronic Commerce Building Solution to Realize True Omnichannel Capabilities. Fujitsu Scientific and Technical Journal, 55(4), 8–43.
11. Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
12. Huang, E. Y., Lin, S. W., & Cheng, K. T. (2019). How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention. In: Proceedings of the 52nd Hawaii International Conference on System Sciences. https://doi.org/10.24251/hicss.2019.573
13. Intel. (2024). What Is Omnichannel Retail? Available online: https://www.intel.com/content/www/us/en/retail/omnichannel.html#:~:text=Omnichannel%20is%20a%20strategy%20in,%2C%20social%20media%2C%20and%20apps (accessed on 1 April 2024).
14. Jayasingh, S., Girija, T., & Arunkumar, S. (2022). Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability, 14(21). https://doi.org/10.3390/su142114109
15. Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology, 7. https://doi.org/10.3389/fpsyg.2016.01117
16. Kersmark, M., & Staflund, L. (2015). Omni-Channel Retailing-Blurring the lines between online and offline [Master’s thesis]. Jönköping University.
17. Kline, R. B. (2011). Principles and practice of structural equation modeling, 3th ed. New York: The Guilford Press.
18. Lee, Z. W. Y., Chan, T. K. H., Chong, A. Y. L., et al. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90–101. https://doi.org/10.1016/j.indmarman.2018.12.004
19. Li, M., Kurnia, S., Liu, L., et al. (2022). Explaining Consumers’ Intention to Use Omni-channel Shopping. Available online: https://aisel.aisnet.org/acis2022/12 (accessed on 1 April 2024).
20. Marchand, F. (2024). 20 Best Omnichannel Commerce Platforms in 2024. Available online: https://theecommmanager.com/tools/omnichannel-commerce-platform/ (accessed on 1 April 2024).
21. Melero, I., Sese, F., & Verhoef, P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, 50, 18–37.
22. Natale, E. A., & Peláez, J. C. (2020). The long road to omni-channel retailing: an assessment of channel integration levels across fashion and apparel retailers. European J. of International Management, 14(6), 999. https://doi.org/10.1504/ejim.2020.110562
23. Nguyen, A. T., Pham, T. T., Song, J., et al. (2023). Contemporary Economic Issues in Asian Countries: Proceeding of CEIAC 2022, Volume 1. Springer Nature Singapore. https://doi.org/10.1007/978-981-19-9669-6
24. Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/jec1086-4415180400
25. Perdana, R., Putrawan, G. E., Saputra, B., et al. (2023). Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022). Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-046-6
26. Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65–76.
27. Roy, S. K., Balaji, M. S., Sadeque, S., et al. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257–270. https://doi.org/10.1016/j.techfore.2016.09.022
28. Saghiri, S., & Wilding, R. (2015). Omnichannel: the role of integration and data standards. Available online: https://www.gs1uk.org/sites/default/files/inline-files/J307692_Cranfield_Omnichannel_whitepaper_FV.pdf (accessed on 1 April 2024).
29. Trenz, M., Veit, D. J., & Tan, C. W. (2020). Disentangling the Impact of Omnichannel Integration on Consumer Behavior in Integrated Sales Channels. MIS Quarterly, 44(3), 1207–1258. https://doi.org/10.25300/misq/2020/14121
30. Yıldırım, A., & Şimşek, H. (2006). Qualitative research methods in social sciences (Turkish). Ankara: Seçkin.