The model of OMNI business sustainability: consumer perspective

Name: Issarin Kulchitaphong

keyword: Industrial management

ThaSH: Business$xData processing.

ThaSH: Industrial management

Abstract: OMNI Business Sustainability is the most essential business revolution currently when digitalization, social media, and big data are transforming the business models. A variety of channels of business operations are connected as business networks as also known as the OMNI-channel that combines all purchasing channels to create a great shopping experience and increases convenience during the customer's journey. This research aims to develop the strategy model of OMNI business sustainability in consumer perspective and to expand the sustainable consumption of academic practice in OMNI business. The research tools are the questionnaire verified and checked by IOC experts, confirms the instrument reliability by Cronbach’s alpha, and completes the questionnaire by using the back-translation tools with the bilingual test. The data collection is for this research only. There are efforts to prevent participants from harming and respect their dignity in all areas and must receive full consent from all respondents before asking questions in the survey. The sampling size was used 772 participants by separating data collection of fast- moving consumer goods (FMCG) 389 participants and large appliance 383 participants in Thailand and aboard. This study’s analytical strategy does the statistical analysis by using the confirmatory factor analysis (CFA) and the structural equation model (SEM) with The AMOS program. The research results of both categories found that the strategy model of OMNI business sustainability is the same, and online loyalty is the essential factor to lead to business sustainability

King Mongkut's Institute of Technology Ladkrabang. Central Library

Address: BANGKOK

Email: Lifelong@kmitl.ac.th

Name: Singha Chaveesuk

Role: Thesis Advisor

Name: Wornchanok Chaiyasoonthorn

Role: Thesis Co-Advisor

Created: 2021

Modified: 2566-03-20

Issued: 2023-03-20

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of philosophy

Level: Doctoral Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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