Analysis of Factors that Influence Purchase Intention on Omni-channel Services

The emergence of online and new digital media such as mobile applications and social media changed the retail business model and its consumers behaviors. These changes bring new challenges for companies and their stores to manage various channels. This phenomenon creates new idea to integrate them into Omni-channel services. It requires the readiness and complex maintenance because each channel has different characteristics. The consumers find difficulties in ensuring their transactions to be accurate and trustable. This study aims to analyze the factors that influence consumers to use Omni-channel services. It adopts the UTAUT2 with two new variables, such as personal innovativeness and perceived security. The quantitative approach is demonstrated using PLS-SEM with 168 respondents. As the results, social influence variable becomes the most influencing factor on purchasing intention in Omni-channel services, followed by performance expectation, and security perception. These factors become priority when a company formulates strategies for its omni-channel.