Unichannel and Omnichannel: A Study of Information Processing and Purchasing Channels
DOI:
https://doi.org/10.23925/2178-0080.2025v27i3.65858Keywords:
unichannel, omnichannel, need for touchAbstract
This article aims to understand the Unichannel and Omnichannel phenomena, in two different product segments: electronics and clothing. A descriptive quantitative research was carried out, with the participation of 211 respondents. A questionnaire formulated from a survey carried out in Spain in 2014 was applied. Data analysis was carried out using logistic regression. As a main result, it was concluded that Omnichannel consumers, when compared to Unichannel consumers, give more importance to factors related to products, are more rational and reflective, dedicating more time to the purchasing process and dealing with a greater amount of information.
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Copyright (c) 2025 Heitor Nascimento Forner, Marcelo Carvalho, Evandro Lopes
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