An Examination of Factors Affecting Omni-Channel Purchasing Decisions: A Case Study of Nguyen Kim Electronics Supermarket

Abstract

Vietnam’s retail landscape is rapidly transforming as consumers increasingly adopt online shopping, a phenomenon drawing heightened scrutiny in both academic and industry circles due to its profound implications for customer service. This research investigates the determinants of Omni-channel shopping behavior and proposes strategic insights for retail enterprises. Using a quantitative methodology, data were collected from 380 customers at Nguyen Kim, revealing that constructs representing Omni-channel experience significantly influence perceived compatibility and risk, thereby shaping consumer shopping intentions. Proposed strategies include leveraging technological advancements to enhance connectivity, integrating channels to provide a seamless shopping journey, and ensuring uniformity in information and service delivery. These findings empower Nguyen Kim to refine its strategies, bolstering competitiveness and fostering robust growth amidst a swiftly evolving market environment.