Omnichannel Customer Experience that Influences Generation Y and Generation Z Consumers’ Online Purchase Intention
Keywords:
Omni Channel Consumers Experiences, Intention to Purchase, Generation Y, Generation ZAbstract
This research emphasizes the importance of understanding the experiences of Generation Y and Generation Z consumers who have a strong influence on online and offline businesses in Thailand. Importantly, this study is focusing on marketing in the form of omni channel because it is a modern business model from foreign countries that has limited in Thailand’s marketing area.
This research aims to exhibit the components of consumer experience in omni channel marketing which find out what kind of experience influences current purchase intentions. The questionnaire was used as a tool, whereas data were collected from 390 samples. Data were analyzed with descriptive statistics, inferential statistics, and elemental analysis to assess the suitability of each variable. The results showed that consumer experiences in omni channel marketing in 5 areas: 1) Service Innovativeness, 2) Personalization, 3) Flexibility, 4) Integration, and 5) Consistency. It has a positive impact on the online purchase intentions, respectively. While the Connectivity experience had no statistically significant influence on online purchase intention, both Generation Y and Generation Z had indifferent opinions on consumer experience in omni channel marketing, and it can continue marketing to these 2 groups of people. Therefore, the results of this study can be used as information to study consumer behavior and develop an omni channel marketing model of online businesses in the future.
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