Online and offline businesses are enroute their omnichannel journey. In omni-channel retailing, all channels are integrated, and consumers have a smooth interaction with the brand rather than with its distinct channels. The study examines the impact of different customer purchase behaviour antecedents on purchase intention in omnichannel retailing in the context of consumer electronics marketplace. The proposed research hypotheses were examined with the help of PLS-SEM technique. The findings revealed that customers’ attitudes, personal innovativeness, habit, price value, perceived compatibility, perceived usefulness and social influence factors have a positive impact on omnichannel purchase intention of customers. Moreover, the effect of price value, social influence, customers’ attitudes and perceived compatibility on omnichannel purchase intention was revealed to be much higher as compared to other factors.

In the light of the growing significance of omnichannel retailing in increasing revenue and enhancing customer experience, this study will help the retailers in making strategic decisions. It will also help them attain a competitive edge.