Impact of omnichannel integration on Millennials’ purchase intention for fashion retailer

The COVID-19 pandemic has hastened the expansion of omnichannel purchasing globally including in Thailand. This quantitative study employs the stimulus-organism-response (S-O-R) framework to investigate the impact of channel integration on increasing customer satisfaction or reducing perceived risk,...

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Bibliographic Details

Published in:	Cogent Business & Management
Main Authors:	Teerada Cattapan, Siwarit Pongsakornrungsilp
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2022-12-01
Subjects:	omnichannel fashion retailer Millennials purchase intention channel integration
Online Access:	https://www.tandfonline.com/doi/10.1080/23311975.2022.2087460