本研究調查了在泰國使用全渠道服務影響客戶滿意度和購買意願的因素。本研究旨在調查影響泰國 Omni 購物者使用全渠道的原因。找到將此策略應用於業務的實用方法。本研究的目的是了解泰國客戶在使用全渠道服務時購買意願的因素。

實證研究顯示了受全渠道使用影響的兩個主要研究流，第一個是技術接受模型。技術接受模型可以幫助解釋態度如何轉化為技術使用。本研究應用了技術接受模型的持續模型UTAUT2。其中包括七個維度（績效預期、努力預期、社會影響、便利條件、享樂動機、習慣和價格價值）。第二個模型渠道集成質量有助於解釋全渠道中的服務質量術語。其中包括四個維度（渠道選擇的廣度、渠道服務配置的透明度、內容一致性和流程一致性）此外，而全渠道使用隱私問題通常由買方收集。避免使用這些服務可能會導致客戶對隱私問題的態度。因此，這個因素也被包括作為調節器，以提高全渠道購物的理解意圖。通過在線問卷收集數據以檢驗這些假設，並使用多元回歸分析進行檢查。

結果表明，享樂動機、價格價值、渠道服務配置的透明度和流程一致性對於預測客戶對全渠道服務中的購買意願的滿意度具有重要意義。此外，賣家應該通過系統設計來關注流程和服務之間的關係。賣家應提供價格價值策略，例如節省時間、方便、降低購物時間的搜索成本，以提高客戶滿意度。最後，泰國購物者喜歡在全渠道購物過程中獲得娛樂性和愉快的體驗，因此使用遊戲可能是使用全渠道吸引客戶的一個想法

This research examines the factor which impacts to customer’s satisfaction and purchase intentions toward using omnichannel services in Thailand. This study aims to investigate the reason which influences the Omni shopper in Thailand to use omnichannel. To find the practical way to apply this strategy to the business. The purpose of this study is aim to find the understanding of what is the factor of customers’ purchasing intention in Thailand while using omnichannel service.

The empirical study showed two main streams of research that were influenced by omnichannel usage, the first is the technology acceptance model. The technology acceptance model could help explain how attitude turns into technology usage. This study applies the lasted model of technology acceptance model, UTAUT2. Which consist of seven dimensions (performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, and price value). The second model Channel Integration Quality is helping explain the term of service quality in omnichannel. Which consist of four dimensions (breadth of channel choice, transparency of channel-service configuration, content consistency, and process consistency) Moreover, while the omnichannel usage privacy concern usually was collected by the buyer. It might cause the customer attitude toward privacy concern by avoiding using those services. Thus, this factor is also included as the moderator to improve understanding intention in omnichannel shopping. The data were collected by online questionnaire to test these hypotheses and were examined using multiple regression analysis.

The results are that hedonic motivation, price value, transparency of channel-service configuration, and process consistency are found significant to predict customer’s satisfaction toward purchasing intention in omnichannel service. Furthermore, the seller should pay attention between the process and services through system design. A seller should provide the price value strategy for example time saving, convenience, and decrease the searching cost during the shopping time to increase customer satisfaction. Lastly, Thais shoppers love entertaining and enjoyable experiences during shopping omnichannel, thus using games might be an idea for drawing the customer using omnichannel

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