Omnichannel Integration Affecting Purchase Intention of Customers Using Local Retailing Business Service in Large Supermarkets in Thailand.
Keywords:
Omni Channel Integration, Local Retail Business, Large Supermarkets in ThailandAbstract
This research investigated the impact of omnichannel integration on purchase intention among customers of large local supermarkets in Thailand. It also proposed suitable adaptability guidelines in terms of omnichannel to enhance the competitiveness of large local supermarkets. The study employed a mixed-methods approach, incorporating both qualitative and quantitative research. Through in-depth interviews, the data were collected from eight owners of high-performing local retail businesses categorized as large-scale supermarkets (Size L), classified under Category G, Code 47111, which submitted financial statements to the Department of Business Development. The selection was based on revenue rankings. Additionally, the quantitative data were gathered through a questionnaire distributed to 394 customers who used the services of these local retailers. The qualitative findings indicate that only two businesses emphasized the full integration of all six dimensions of Omni channel strategies. The quantitative analysis, guided by the Stimulus-Organism-Response (S-O-R) model, revealed that the "stimuli " related to the six dimensions of OCI did not directly affect customers' "responses" regarding their purchase intentions. However, OCI had a statistically significant direct impact on PI when mediated by the "organism " mechanisms, which included perceived risk, perceived behavioral control, and customer satisfaction. The mediation could occur through any one of these factors or a combination of all three to yield a significant effect.
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