Impact of omnichannel integration on Millennials’ purchase intention for fashion retailer
Teerada Cattapan and
Siwarit Pongsakornrungsilp
Cogent Business & Management, 2022, vol. 9, issue 1, 2087460
Abstract:
The COVID-19 pandemic has hastened the expansion of omnichannel purchasing globally including in Thailand. This quantitative study employs the stimulus-organism-response (S-O-R) framework to investigate the impact of channel integration on increasing customer satisfaction or reducing perceived risk, which leads to increased purchase intention for fashion products. Using an online questionnaire, data were collected from 400 Thai Millennials (aged 22–40 years) interested in buying luxury fashion products. The data were analysed using structural equation modelling. The results showed that integrated product and price, integrated promotion, and integrated information access influenced customer-perceived risk reduction, and integrated product and price, integrated promotion, integrated transaction information, integrated information access, and integrated customer service influenced customer satisfaction. In addition, perceived risk is related to customer satisfaction and purchase intention. These findings provide both theoretical and managerial implications for omnichannel retailers in developing their marketing strategies.
Date: 2022
References: Add references at CitEc
Citations:
Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2022.2087460 (text/html)
Access to full text is restricted to subscribers.
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:taf:oabmxx:v:9:y:2022:i:1:p:2087460
Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20
DOI: 10.1080/23311975.2022.2087460
Access Statistics for this article
Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar
More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().