The relationship between Omni-channel integration and purchase intention: Mediating role of consumer empowerment | ||
| التجارة والتمويل | ||
| Volume 45, Issue 3, September 2025, Pages 67-94 PDF (1.42 M) | ||
| DOI: 10.21608/caf.2025.455766 | ||
| Author | ||
| Mohamed Ali AboulFotouh | ||
| Cairo university - Faculty of commerce | ||
| Abstract | ||
| It is seen to be essential to maintain an active presence in the retail sector by offering an exceptional client experience. In order to accomplish this, shops must determine and examine the full range of actions that consumers take during encounters (also known as the customer journey). This will allow businesses to offer customers worthwhile experiences at every touchpoint. The retail business is moving toward omnichannel management, a strategy where all of a company's offline and online channels are integrated, enabling customers to switch between channels with ease throughout a cross-channel experience, thanks to the rapid advancement of technology. This paper seeks to fill existing knowledge gaps regarding the relationship between the integration of product and price and the Purchase intention using the analytical-descriptive approach. A research model is drawn the stimulus–organism–response (SOR) framework. By using the survey method to gather information and the multiple regression analysis technique the study was performed among 255 shopper who have ever made an online purchase in Egypt were the survey data have been analyzed using structure equation modelling (SEM). The results show that the integration of pricing and product significantly impact the Purchase intention mediating the role of consumer empowerment. The research results were discussed offering theoretical and practical implications and recommendations to help organizations deliver a consistent and convenient customer experience | ||
| Keywords | ||
| Omni-channel integration; purchase intention; consumer empowerment; SOR; and customer experience | ||
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