Factors Influencing Consumer Intention to Purchase via Omni-Channel Fashion Retail in Malaysia

The enormous development of technology and e-commerce in Malaysia creates a vast potential for traditional retailers to emerge with new technology and apply the omnichannel strategy concept.Customers nowadays use personal devices to enhance their shopping experience.The primary approach to promoting customization in a customer's journey to purchase is to integrate online and offline practices.This cross-sectional study focuses on factors influencing consumer intention to purchase via omni-channel fashion retail in Malaysia.The study sample consisted of 415 consumers, purposefully selected among Malaysia's fashion retailing population.The respondents were given questions regarding the perceived value of webrooming, the perceived value of showrooming, perceived compatibility, perceived risk, and the purchasing intention of omni-channel which were used to help gather responses on the intention of consumer purchase.The results revealed that perceived compatibility is the essential factor in consumer intention to purchase via omni-channel fashion retail, followed by the perceived value of webrooming, the perceived value of showrooming, and the perceived value of webrooming.This study is limited to the knowledge of consumers since the omni-channel strategy concept is still new in Malaysia and cannot yet be generalized.Due to that, the data obtained still does not reflect an accurate result regarding factors influencing consumers' intentions to purchase via omni-channel fashion retail in Malaysia.Therefore, the results suggest that the current cross-sectional study be further analyzed using qualitative research.It would be beneficial to replicate the study by region in Malaysia and add on cultural variables such as differences in gender and generation to get more generalizability.While most literature on omni-channel focuses on consumer attitudes and behavior perspectives, the current study aims to gain insight from consumer perspectives on factors that influence their intention.The study contributes to gaining knowledge on the primary factor of purchasing intention through omni-channel retail services in Malaysia, which deepens the understanding of consumer behavior to purchase from fashion retailers using the omni-channel strategy.