An Analysis of Factors Influencing Omnichannel Shopping Intention for Samsung Smartphone Products

In today’s competitive smartphone market, businesses are challenged to deliver seamless shopping experiences across online and offline channels. Understanding factors that shape omnichannel shopping intention is crucial for companies like Samsung to sustain consumer engagement. This study explores factors influencing consumers' intentions to purchase Samsung smartphones via omnichannel shopping. It proposes a framework integrating showrooming and webrooming perceptions with compatibility and perceived risk. Data were collected through an online survey of 140 respondents who had purchased Samsung smartphones through showrooming or webrooming in the past three years. Using IBM SPSS 26 for analysis, results show that showrooming perception, webrooming perception, and compatibility significantly affect purchase intention, while perceived risk does not. These findings highlight the importance of channel integration and building consumer trust to enhance omnichannel strategies for Samsung and similar retailers.