Unlocking Consumer Purchase Intentions: The Influence of Omnichannel Retail Strategies and Channel Characteristics
DOI:
https://doi.org/10.55737/qjss.vi-i.25299Keywords:
Consumer Purchase Intention, Omnichannel Retailing, Consumer Empowerment, Channel Integration, SOR Framework, Consumer Responses, Channel Convenience, Integrated Product and Price, Information AccessAbstract
In this era of digitalization, many retailers create an omnichannel retailing environment through channel integration to cater to customer needs and to meet customer expectations for seamless experiences across multiple retailing channels. In this study, consumer responses are investigated in this modern retailing environment. Consumer empowerment, which influences the intention to purchase, is the focus of this study. The Theory behind this overall model is the Stimulus-Organism-Response (SOR) framework. Consumer perception Channel Integration, which has four dimensions, positively affects consumer empowerment, resulting in an increase in purchase intention, ultimately improving the company's overall profitability. The data from three main super-stores in Pakistan is collected to test the framework empirically. A significant mediating effect of consumer empowerment has been confirmed by our results and the demonstration of positive responses from customers to channel integration. The moderator, Channel convenience, has a significant role in this framework. This study will also help retailers and researchers improve their channel integration strategy in an omnichannel retailing environment.
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