A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period

Conference paper


Nguyen, L.T.T., Bruce, M. and Luong, N. (2022). A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period. International Conference on Business and Finance. Ho Chi Minh City, Vietnam 27 - 28 Sep 2021 Labour Publishing House.
AuthorsNguyen, L.T.T., Bruce, M. and Luong, N.
TypeConference paper
Abstract

Next generation retail is arriving at an exponentially rapid pace with the proliferation of modern retail formats (Shankar et al., 2021). The Covid-19 pandemic has accelerated the shift towards omni-platform that has been necessitated by the growing importance of using multiple platforms in business when customers now have limited access to physical stores (Roggeveen and Sethuraman, 2020). Retailers are under pressure to adapt how they do business if they want to remain relevant and profitable (Deloitte, 2020). The concept of ‘omni-platform retailing’ is defined as a combination of multiple platforms in an online environment (Hagel, 2015). It is seen as a noticeable trend in the development of omni-channel even before the Covid-19 in Vietnam (VietnamNews, 2020). However, research on this new retail model has been extremely fragmented and unclear. This paper aims to explore the trend towards omni-platform retailing and shopping behaviours in the context of Vietnamese digital retail landscape.

KeywordsOmni-platform retailing, Shopping behaviour, E-commerce, Covid-19
Year2022
PublisherLabour Publishing House
Web address (URL)https://ibr.ueh.edu.vn/-call-for-papers-icbf-2021-214
Publication dates
Print30 Sep 2021
Publication process dates
Accepted27 Aug 2021
Deposited17 Oct 2022
Web address (URL) of conference proceedingshttps://ibr.ueh.edu.vn/-call-for-papers-icbf-2021-214
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https://openresearch.lsbu.ac.uk/item/9238y

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