CONSUMER PREFERENCES AND PURCHASE INTENTIONS – A CONNECTIVITY APPROACH BETWEEN ONLINE AND OFFLINE RETAIL STORES

Abstract

In this study, titled "Consumer Preferences and Purchase Intentions – A Connectivity Approach Between Online and Offline Retail Stores," data from online and offline retail store consumers were collected through convenient sampling. Linear regression and Mediation analysis, led by Andrew F. Hayes, were employed as statistical tools for analysis. Key findings highlighted the pivotal role of in-store product quality in diminishing offline purchase intentions and emphasized the importance of aligning product selections with consumer preferences. The study further revealed that a higher perceived product quality substantially reduced purchase intention, especially in offline contexts. Conversely, discerning consumers with high-quality standards displayed selectivity in online purchases. Importantly, these effects were not solely direct but also mediated through consumer satisfaction. To enhance product quality perception, providing comprehensive product information, high-resolution imagery, and training staff to effectively communicate quality details and respond to consumer inquiries is imperative.