The Mediating Effect of Omnichannel and Time of Engagement on the Relationship Between Consumer Engagement and Purchase Intention for Digital Products

Inasari Widiyastuti (), Ratih Hurriyati and Heny Hendrayati
Additional contact information
Inasari Widiyastuti: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 626-632 from Springer

Abstract: Abstract The development of omnichannel poses a challenge in building consumer engagement that influences the purchase intention of digital products. This study aims to investigate the influence of consumer engagement (CE) on purchase intention (PI) with the mediation of omnichannel (OC) and time of engagement (TE). The methodology used is an online survey with purposive sampling involving 144 respondents who have purchased digital products. The results reveal that omnichannel and time of engagement collectively mediate the influence of consumer engagement on purchase intention. However, time of engagement alone does not directly impact purchase intention, and consumer engagement also does not have a direct effect. The result also shows the importance of omnichannel in marketing strategies to enhance purchase intention.

Keywords: omnichannel; time of engagement; consumer engagement; purchase intention; digital product (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_72

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_72

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().