Development plan for research on omni-channel shopping to purchase intention

Abstract

The new concept of omni-channel has inspired researchers to develop a model of consumer confusion to increase purchase intention. Previous studies were tested that the omni-channel integration quality can improve customer satisfaction. As a novelty, we introduced omni-channel integration as a moderating variable that influence consumer confusion to the intention of purchase. This paper constituted a hypothetical development about the proposed omni-channel integration as a part of the e-quality service. This proposed research aimed to explore the effect of consumer confusion towards purchase intention moderated by omni-channel integration. In addition, this study discussed about the antecedent of consumer confusion to the intention of purchase, namely e-WOM. Three hypotheses were modeled in this research proposal. The future results of this research were expected to be a significant contribution towards business, science, and society.