jhsr.210003

The determinants of purchase intention on Omni channel retailing among young Malaysian consumers

jhsr.210003

Muhammad Hafiz Ummah
Universiti Utara Malaysia, Malaysia

Nor Liyana Azmi
Universiti Utara Malaysia, Malaysia

Mohamad-Noor Salehhuddin Sharipudin
Universiti Utara Malaysia, Malaysia

Mohamad Shahizam Fauzi
Pelaburan Hartanah Berhad, Malaysia

Noor Aziah Abdullah
Universiti Utara Malaysia, Malaysia

Abstract

Omni channel has gained particular attention among both scholars and practitioners as the future of retail shopping. Our study aims to identify the determinant factors (i.e. perceived ease of use, perceived usefulness, perceived security, and perceived personalisation) influence purchase intention towards Omni channel, and provide a comparison between young Muslim and non-Muslim consumers. We collected 421 useable data for this study. Our respondents were young consumers who have had prior purchasing experience with the Omni channel stores. Our findings discovered that the perceived ease of use, perceived usefulness, perceived security, and perceived personalisation were the predictors of purchase intention in Omni channel among young consumers in Malaysia. Nevertheless, there was no significant difference between young Muslims and non-Muslims in Malaysia, except for purchase intention. Young consumers in Malaysia seems to be more homogenous with Omni channel since they are a digital native generation.

Keywords: Omni channel, Technology Acceptance Model, purchase intention, young Muslim consumers

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