A DEEP DIVE INTO OMNI-CHANNEL INFLUENCE: UNDERSTANDING ITS IMPACT ON SHOPPERS’ BUYING BEHAVIOR

Abstract

Purpose: This study investigates the influence of psychographic factors and omni-channel environments on shoppers' purchasing behavior. It aims to examine how key dimensions of omni-channel effectiveness—Channel Integration, Seamless Experience, and Ease of Use—interact with psychographic variables such as Expected Benefits, Required Effort, Social Influence, Behavioral Habits, and Security Perceptions to shape consumer preferences and behavior.
Methodology: A cross-sectional quantitative research design was utilized, involving a sample of 140 shoppers who engage with omni-channel environments. Data was collected through a structured questionnaire and analyzed using discriminant analysis and Structural Equation Modeling (SEM). These methods facilitated the exploration of relationships between omni-channel effectiveness dimensions, psychographic factors, and shoppers' purchasing behavior.
Findings: The study found that ease of use, social validation, and security are crucial drivers of consumer engagement in omni-channel settings. Significant correlations were observed between easier transactions and shopper preferences, as well as between minimal required effort and user satisfaction. Social media endorsements were found to have a substantial impact on shopper behavior. Channel Integration and Ease of Use were important, but the Seamless Experience had the most significant influence on purchasing decisions.
Conclusion: The research highlights the need for retailers to develop a unified, seamless shopping environment that effectively integrates multiple channels. Enhancing user-friendly interfaces, leveraging social media influence, and implementing robust security measures are essential strategies for improving shopper satisfaction and driving purchase behavior. By addressing these aspects, businesses can optimize the omni-channel experience and gain a competitive edge in the retail market.