The Influencing Factors of Coffee Customers' Purchase Intention under Omni-Channel

  • Wei Liu, Cenxin Sun

Abstract

A growing consensus recognizes that Omni-Channelmodel is more and more important for many companies. The new consumer-centric retail model which include online, offline, and  logistics,provides new options for enterprise transformation.We useTPB and TAMto research the factors that affect Coffee customers' purchase intentions(PI),which will help companies make corresponding strategies and provide ideas for companies that want to transform into the Omni-Channel model.It is found that: (1)The path coefficient of perceived usefulness(PU)on PI is the largest among all paths, which is 0.501. (2)Subjective norms(SN) have a positive effect on PI, the path coefficient between the two is 0.274.(3)Product attributes(PA) and perceived preference(PP) have a positive impact on PI through PU; (4)Logistics service quality(LSQ) has a positive effect on PU and PEOU, but the significance will be lower than other measurement indicators; (5)PEOU does not directly affect PIthrough PU. Based on the analysis results, counter-measures and suggestions are proposed to improve customers' purchase intention.

Published
2020-10-31
How to Cite
Wei Liu, Cenxin Sun. (2020). The Influencing Factors of Coffee Customers’ Purchase Intention under Omni-Channel. Design Engineering, 382 - 391. https://doi.org/10.17762/de.vi.781
Section
Articles