Factors influencing behavioural intention to avail omnichannel service among Gen Y consumers Ruchi Mishra Production Operations Management and QT, Institute of Rural Management, Anand, India Rajesh Kumar Singh Management Development Institute (MDI), Gurgaon, India, and Justin Paul University of Puerto Rico, San Juan, Puerto Rico, USA; University of Economics and Human Sciences, Warsaw, Poland and Henley Business School, University of Reading, Reading, UK Abstract Purpose – This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service. Design/methodology/approach – Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service. Findings – Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service. Research limitations/implications – The study provides valuable insights into adopting technology- based offerings for Gen Y customers. The presented model can be extended for analysing consumers’ behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers. Originality/value – This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context. Keywords Omnichannel, Retailing, Internet retailing, Technology adoption model Paper type Research paper 1. Introduction With the increase in digital innovation and mobile commerce, omnichannel retailing has been significantly growing among consumers. Omni-channel retailing is defined as a business model working in multiple physical and online channels that aims to integrate them to provide customers with a borderless and smooth shopping journey across channels (Lynch and Barnes, 2020; Mishra et al., 2021a, b). It has brought several changes in the retail industry, ranging from forecasting for a particular product to delivering the final products (Mishra et al., 2021a, b). As an emerging form of shopping, consumers get an uninterrupted, independent shopping experience through simultaneous access to multiple channels to gain the advantages of physical stores with the information-rich online shopping experience (Mishra et al., 2021a). To offer a seamless omnichannel experience, firms attempt to integrate Omnichannel service among Gen Y The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1463-5771.htm Received 18 May 2023 Revised 8 October 2023 19 January 2024 4 February 2024 Accepted 11 February 2024 Benchmarking: An International Journal © Emerald Publishing Limited 1463-5771 DOI 10.1108/BIJ-05-2023-0333