Students’ Perceptions of Omnichannel Retailing and Their Influence on Purchase Intention in Fashion Retail

Abstract

Omnichannel retailing has arisen as a disruptive approach in Malaysia's retail sector, integrating physical shopfronts with internet platforms to facilitate a cohesive purchasing experience. As Malaysian customers progressively embrace digital technology, fashion merchants are integrating online and physical channels to satisfy changing client expectations. This method not only improves ease and personalisation but also fortifies brand engagementTheory of planned behavior (TPB) framework is a foundation of this, and this study aims to examine the students’ perceptions of omnichannel integration (attitude, subjective norm, and perceived behavioral control) and their purchase intention toward fashion retail. Online survey is conducted to collect data from 118 Diploma In Retail Management, Politeknik Ungku Omar students who have experience buying fashion products through omnichannel retailing. The data were analyzed using Statistical Package for the Social Sciences version 30. The finding finds that subjective norm has the highest mean towards purchase intention compared to other variables.

Keywords: omnichannel; channel integration; purchase intentions; students; fashion retailer