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August 16, 2025Deleted JournalOpen Access

Exploring the Relationship between Omnichannel Integration and Buying Intentions Among Gen Z Consumers in FMCG Retailing

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Analysis shows customer satisfaction and risk perception influence buying intentions in Gen Z, highlighting omnichannel's role.

Buying intentions among Gen Z are influenced by customer satisfaction and perceived risk in FMCG retailing.
Customer satisfaction improved significantly through integrated order fulfillment and customer service mechanisms.
Path analysis and structural equation modeling help in understanding the relationship between customer satisfaction and buying intentions.
Emphasizing integrated experiences can foster trust and decision-making in Gen Z consumers and enhance retail strategies.

Kumar et al. (2025) studied this question.

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