Examining the Impact of Omnichannel retailing on Buying Intention Using Binary Models

Abstract

The last decade showed that the customer journey is no longer linear and now contains numerous touchpoints. Omni-channel retailing intends to provide a smooth retail experience irrespective of where the consumer is on the internet or in-store, and which device they are using, or which channel they are accessing content through. The objective of this study was to check whether the integration of omnichannel has any impact on the buying intention of consumers in retail stores. The study used Probit and Logistic model to fulfill the study objective. The results show that omnichannel integration in retail stores has a significant positive impact on buying intention. Moreover, the results also show that the quality of the product, brand image, and social influence has a significant positive impact on the buying intention in the context of retail stores. This study recommends that retail stores can influence the buying intention of consumers by implanting an effective omnichannel strategy.