Factors Affecting Purchase Intentions toward Omni-Channel Services after the Covid-19 Crisis: A Case Study of Discount Store in Thailand

Abstract

          This research aimed to study: 1) the levels of factors affecting purchase intentions toward Omni-channel service; 2) the levels of purchase intentions toward Omni-channel service; and 3) factors affecting purchase intentions toward Omni-channel service after the Covid-19 crisis: a case study of discount store in Thailand. The sample size of this quantitative research consisted of 400 people. The instruments were the online questionnaires. The statistical tools used in data analysis were percentage, mean, standard deviation, and multiple regressions of Enter regression method

           The results showed that 1) the levels of factors affecting purchase intentions toward Omni-channel services, as a whole and an individual, were at high level (mean = 5.66); 2) the levels of purchase intentions toward Omni-channel services, as a whole and an individual, were at high level (mean = 5.54); and 3) factors affecting purchase intentions toward Omni-channel services after the Covid-19 crisis; a case study of discount store in Thailand were: Store Image (Image), Technology acceptance (Techno), and Attitude toward Omni-channel service (Attitude). All factors were affecting the purchase intentions toward Omni-channel services after the Covid-19 crisis, a case study of discount store in Thailand. Its statistical significance was at .01 level. The correlation coefficient was equal to 0.807. Effectiveness in the prediction was 65.2%, and the standard deviation of the prediction was 0.250. It was written as the following equation regression analysis was below.

= 0.121 + 0.162 (Image) + 0.250 (Techno) + 0.542 (Attitude)