DIGITAL INTELLIGENCE-DRIVEN FACTORS INFLUENCING CUSTOMER PURCHASE INTENTION IN OMNICHANNEL NEW RETAIL: EVIDENCE FROM SHANGQIU CITY,CHINA

บทคัดย่อ

This study aims to: 1) examine the impact of AI-powered personalization quality, omnichannel integration quality, intelligent customer service responsiveness, data transparency and trust, and privacy/security guarantees on customer purchase intention in omnichannel new retail; 2) identify the strongest predictors of digital intelligence while simultaneously analyzing these factors; and 3) provide practical recommendations for retailers seeking to improve customer conversion rates through responsible digital intelligence. A quantitative cross-sectional survey was conducted on 400 consumers in Shangqiu City, China, who had used online and offline retail touchpoints in the past six months. The questionnaire used a five-point Likert scale, and the data were analyzed using descriptive statistics, reliability and validity tests, assessment of common method bias, correlation analysis, collinearity diagnosis, and multiple regression. The results show that: 1) the full regression model is statistically significant, explaining 24.9% of the variance in customer purchase intention; 2) omnichannel integration quality is the strongest predictor, followed by privacy/security guarantees; 3) AI-supported personalization quality and intelligent customer service responsiveness also have significant positive effects; and 4) after controlling for shared variance among predictors, data transparency and trust show positive but insignificant effects. The findings indicate that smart retail technologies, supported by seamless channel integration, reliable service execution, and visible data protection, are most effective at stimulating purchase intent. This research provides empirical evidence from the developing retail environment of Chinese cities and elucidates the relative importance of digital capabilities for value creation and risk mitigation in omnichannel new retail.