The Impact of Retailer Omnichannel Strategy Factors on Consumer Buying Behavior and the Moderating Effect of Product Involvement: Focusing on Chinese Consumers

This study investigates the impact of retailers' omni-channel strategy factors on consumer purchase behavior and examines the moderating effect of product involvement.The research aims to clarify the composition of omni-channel strategy factors and analyze which factors specifically influence consumer purchase behavior.An empirical study conducted with 612 questionnaires revealed that the consistency, seamlessness, usability, fulfillment, and economic factors of omni-channel strategies all positively affect consumer purchase behavior.Additionally, product involvement was found to play a moderating role between the seamlessness factor and purchase behavior, as well as between the economic factor and purchase behavior.Insights from the findings include, first, omnichannel strategy factors can better satisfy consumers' shopping needs, and retail enterprises can help improve their performance by implementing an omni-channel strategy centered on consumers.Second, with the popularization of information technology applications, the barriers between channels are weakening, and retail companies can focus on product characteristics and build channel competitive advantages based on products.This study has limitations in selecting samples and considering consumer characteristic factors.Future research could expand the sample selection range and consider individual consumer factors for more in-depth analysis.It is hoped that the results presented in this study will serve as a reference for retail companies to promote sales and improve performance by implementing channel strategies in the era of rapid development of information technology.