Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior

• The study suggests extended UTAUT-TTF as a novel framework for omnichannel behavior. • BOPS might be a channel strategy that the traditional sector such as auto retail can consider. • Performance/Effort expectancy and Facilitating conditions predict technology adoption. • An individual's innovativeness may significantly affect technology acceptance and usage. • Task-technology fit serves a pivotal role in predicting usage intention of new technology. This study aims to identify the drivers in BOPS (Buy Online & Pick up in Store) usage intention of omnichannel consumers in the automotive retail sector. The study proposes a conceptual framework, extended UTAUT-TTF, synthesizing various theoretical perspectives and revealing the mechanism behind consumer behavior. The research surveyed 436 potential customers in South Korea, incorporating a factorial survey method. The findings suggest that Performance expectancy, Effort expectancy, and Facilitating conditions have a mediation effect through Task-technology fit affecting Usage intention. The results also support the influences of decisive factors in predicting the consumers' preferences to use BOPS. Social influence, however, did not present a significant effect on Usage intention. Personal innovativeness, selected for the extension of UTAUT, was the strongest predictor for the customer's BOPS usage intention. The research contributes to future technology acceptance literature, proposing that UTAUT-TTF can serve an essential role in predicting consumer behavior.