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Journals / International Journal of Social Inquiry / 2026 / Cilt: 15 Sayı: 1

The Effects of Omnichannel Integration Quality Dimensions on Consumers' Purchase Intention

Bütüncül Kanal Entegrasyon Kalitesi Boyutlarının Tüketicilerin Satın Alma Niyeti Üzerindeki Etkileri

Serkan Kılıç(BURSA ULUDAĞ ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, İŞLETME PR.)0000-0001-8060-7504
Büşra Tutan(Bursa Uludağ Üniversitesi)0000-0001-8595-9701
Pages
223–250
Publication Date
2022-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to structural equity modeling anaysis results performed with Smart PLS program, quality of assurance, channel service configuration and process consistency dimensions have significant effects while channel reciprocity and content consistency quality dimensions have no significant effects on consumer purchase intention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Advances in information and communication technologies have led to the growing and adoption of alternative channels to carry out transactions between retailers and consumers.
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Key Findings & Data:This has encouraged the transition to a omnichannel strategy focused on the synergy and integration of existing channels, so retailers can improve the seamless customer experience, reduce data incompatibility and overcome the hassle of independently managing multiple channels.
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Conclusion & Impact:According to structural equity modeling anaysis results performed with Smart PLS program, quality of assurance, channel service configuration and process consistency dimensions have significant effects while channel reciprocity and content consistency quality dimensions have no significant effects on consumer purchase intention.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Bütüncül kanal · kanal entegrasyon kalitesi · tüketici davranışları

Abstract

Advances in information and communication technologies have led to the growing and adoption of alternative channels to carry out transactions between retailers and consumers. This has encouraged the transition to a omnichannel strategy focused on the synergy and integration of existing channels, so retailers can improve the seamless customer experience, reduce data incompatibility and overcome the hassle of independently managing multiple channels. The main feature of the installation and performance of the omnichannel system is to ensure the quality of channel integration. In this context, the study aimed to determine the omnichannel integration quality that is essential for consumer service quality assessment and to investigate the impact of these dimensions on consumers purchase intention. The study was conducted through an online survey method, with the participation of 459 consumers. According to results obtained from SPSS and Smart PLS software, it is found that the omnichannel integration quality consist of channel service configuration, content consistency, process consistency, assurance and channel reciprocity quality dimensions. According to structural equity modeling anaysis results performed with Smart PLS program, quality of assurance, channel service configuration and process consistency dimensions have significant effects while channel reciprocity and content consistency quality dimensions have no significant effects on consumer purchase intention.

Özet

Bilgi ve iletişim teknolojilerindeki gelişmeler, perakendeciler ile tüketiciler arasındaki işlemlerin gerçekleştirilmesi için alternatif kanalların giderek yaygınlaşmasına ve benimsenmesine neden olmuştur. Bu durum; perakendecilerin sorunsuz müşteri deneyimini geliştirmeleri, veri uyumsuzluğunu azaltmaları ve birden çok kanalı bağımsız olarak yönetme güçlüğünü aşmak için, mevcut kanalların sinerjisine ve entegrasyonuna odaklanan bütüncül kanal stratejisine geçişi teşvik etmiştir. Bütüncül kanal sisteminin kurulmasının ve başarılmasının temel özelliği, kanal entegrasyon kalitesinin sağlanmasıdır. Bu bağlamda çalışmada, tüketicilerin hizmet kalitesi değerlendirmesi için büyük önem taşıyan bütüncül kanal entegrasyon kalitesi boyutlarının belirlenmesi ve bu boyutların tüketicilerin satın alma niyeti üzerindeki etkisinin araştırılması amaçlanmıştır. Çalışmada bütüncül kanal entegrasyon kalitesi boyutlarının belirlenmesinde ve bu boyutların tüketicilerin satın alma niyeti üzerindeki etkisini ölçmede ilgili literatürden yararlanılarak oluşturulan bir modelden yararlanılmıştır. Çalışma, 18 yaşın üzerinde olan ve giyim alışverişlerinde bütüncül kanal deneyimi bulunan 459 tüketicinin katılımıyla, çevrimiçi anket yöntemiyle yapılmıştır. SPSS ve Smart PLS paket programı kullanılarak yapılan analizde bütüncül kanal entegrasyon kalitesinin; kanal hizmet yapılandırma, içerik tutarlılığı, süreç tutarlılığı, güvence ve kanal karşılıklılık kalitesi boyutlarından oluştuğu bulunmuştur. Smart PLS programı ile gerçekleştirilen yapısal eşitlik modellemesi analizi sonucuna göre, güvence, kanal hizmet yapılandırma ve süreç tutarlılığı kalitesi boyutları tüketicilerin satın alma niyeti üzerinde anlamlı etkilere sahipken; kanal karşılıklılık ve içerik tutarlılığı kalitesi boyutları anlamlı etkilere sahip değildir.

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Cite This Article

Kılıç, S., Tutan, B. (2022). The Effects of Omnichannel Integration Quality Dimensions on Consumers' Purchase Intention. International Journal of Social Inquiry, Cilt: 15 Sayı: 1, 223–250. https://doi.org/10.37093/ijsi.1080401

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