Evaluating the Impact of Omnichannel Integration as a Digital Business Innovation for Enhancement of Purchase Intention

Abstract

An essential digital business innovation that aims to increase retail accuracy and improve customer experience is omni-channel integration, which is the seamless fusion of online and offline channels. Instead of analyzing moderating effects of digital readiness and product category, the direct influence of customer purchase intention is studied. The study empirical analysis provides practical suggestions for stores pursuing long-term success through technology integration. The objective for the study is a demographic profile with percentages and weighted mean, the relationship between Omni-channel Integration and Purchase Intention and the impact of Omni-channel Integration and Purchase Intention. A structured questionnaire is framed to collect the data from the respondents. The Primary Data was collected from 100 respondents, both male and female, in the city of Chennai. The weighted mean, percentage analysis (Gender, Age, Occupation and Annual Income), Correlation and Regression tools are used to find out the results. The result shows that Omni-channel Integration is the main reason for Purchase Intention; it shows that the evaluation the impact in Digital Business Innovation by Omni-channel Integration to Purchase Intention.