Mobile usability: An antecedent for influencing purchase intention moderated by omni-channel integration quality

The new concept of omni-channel has inspired researchers to develop a model of consumer confusion to increase purchase intention. Previous studies were tested that the omni-channel integration quality can improve customer satisfaction. As a novelty, this study introduced omni-channel integration as a moderating variable that influence consumer confusion to the intention of purchase. This paper constituted a hypothetical development about the proposed omni-channel integration as a part of the e-quality service. This proposed research aimed to explore the effect of consumer confusion towards purchase intention moderated by omni-channel integration. Three hypotheses were modeled in this research proposal. The future results of this research are expected to be a significant contribution towards business, science, and society.