Omni-channel Marketing Strategy Factors Influencing the Purchasing Decisions of Woven Fabric Products
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Abstract
This study aimed to (1) compare demographic characteristics of consumers influencing purchasing decisions for woven fabric products, (2) examine consumer behaviors related to purchasing decisions, and (3) investigate omni-channel marketing strategies associated with purchasing decisions for woven fabric products. This quantitative research employed a survey method, collecting data through questionnaires from 400 consumers who had previously purchased woven fabric products via online or offline channels. The data were analyzed using frequency, percentage, mean, standard deviation, one-way analysis of variance (ANOVA), chi-square test, and multiple regression analysis. The findings revealed that 1) demographic factors, including age, education level, income, and occupation, significantly influenced consumers’ purchasing decisions for woven fabric products 2) five dimensions of consumer behavior namely media exposure, perception, attitude, purchasing behavior, and consumer satisfaction were significantly associated with purchasing decisions; and 3) all four dimensions of omni-channel marketing strategy customer reach and connectivity, understanding consumer behavior, delivering consistent and seamless customer experiences, and building customer engagement had a positive relationship with purchasing decisions. Among these factors, delivering a consistent and seamless customer experience was identified as the most influential factor. The results of this study provide practical implications for woven fabric producers and retailers operating in both online and offline channels. The findings can be applied to enhance business operations in alignment with consumer behavior in the digital era, particularly through the development of integrated and seamless omni-channel marketing strategies.
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