A STRUCTURAL EQUATION MODELING APPROACH TO EXAMINE PERCEIVED OMNICHANNEL CONVENIENCE AND ITS EFFECT ON FMCG CONSUMER PURCHASE INTENTION

The current paper has explored the effects of perceived omni-channel integration on the consumer purchase intention of FMCGs based on the various dimensions of convenience such as access, information, transaction, fulfilment and post purchase convenience. The results show that the integration of omnichannels is an effective factor in the development of consumer perceptions that are not uniform in all dimensions of convenience. Although perceived omni-channel integration has a positive effect on access convenience and post-purchase convenience, there are still difficulties in information consistency and fulfilment efficiency. The research also confirms that access convenience, information convenience and fulfilment convenience have a positive effect on FMCG purchase intention hence their relevance in the decision making process of the consumer. Conversely, there is an insignificant effect of transaction convenience which also demonstrates that consumers view transaction-related features as the simplest expectation but not as motivation. Nevertheless, in spite of the fact that omnichannel integration can help strengthen post-purchase convenience, which in turn positively impacts purchase intention, the contribution of the latter depends more on post-purchase satisfaction and the creation of long-term relationships. Demographic data reveal that younger, educated, urban and middle income consumers are those who use omnichannel FMCG platforms most and that digital preparedness and convenience orientation are becoming increasingly important among these groups. All in all, the research has found out that perceived omni-channel convenience does not have a direct effect on purchase intention in FMCG but has indirect effects through the dimensions of convenience of choice. The results help fill the literature gap as they offer an empirical evidence of the multidimensionality of the omnichannel convenience in the FMCG industry and can be used to practise and improve the way retailers adopt the omnichannel approach. Through enhancing access, information consistency and fulfilment efficiency channel, FMCG retailers can improve consumer purchase intention and gain sustainable competitive advantage in a highly integrated retailing environment.

[1]             Astete-Meza, A., Yesquen-Mendoza, S., & Mauricio-Andía, M. (2025). The impact of omnichannel dimensions on purchase intention through consumer benefits: A Peruvian approach. Cuadernos de Gestión. [2]             Cattapan, T., & Pongsakornrungsilp, S. (2022). Impact of omnichannel integration on millennials’ purchase intention for fashion retailer. Cogent Business & Management, 9. [3]             Evaluating how consumer purchase intentions are affected by integrated omnichannel strategies in FMCG retailing. (2025). Journal of International Commercial Law and Technology. [4]             Khalid, B. (2024). Evaluating customer perspectives on omnichannel shopping satisfaction in the fashion retail sector. Heliyon, 10. [5]             Ongko, M. E., & Hati, S. (2021). Analysis of omnichannel consumer behavior: Purchase intention on omni-channel restaurants in Indonesia. Nusantara Science and Technology Proceedings. [6]             Rakhmanita, A., Hurriyati, R., Disman, D., Hendrayati, H., & Susilawati, E. (2023). The driver of purchase intentions in omnichannel retail: Perceived value examination. Journal of Eastern European and Central Asian Research, 10(4). [7]             Wulandari, R., & Jajuli, A. S. (2022). The effects of omnichannel strategy on purchase intention in furniture companies. International Journal of Science and Management Studies, 5(6). [8]             Zahira, A., Ratnawati, A., & Suhendi, S. (2023). The effect of consumer’s perceived ethicality on purchase intention through brand trust. Business Review and Case Studies, 4(1). [9]             Morkūnas, M., & Grišmanauskaitė, M. K. (2023). What really drives loyalty in the fast-moving consumer goods market? IIM Kozhikode Society & Management Review, 12, 197–212. [10]          Yadav, S. S., & Kar, S. (2024). Consumers’ purchase intention of private labels: The case of e-retailers. Global Business and Organizational Excellence.