author(s)
Janssen Joseph

abstract
The rapid digital transformation of the retail industry has accelerated the adoption of omnichannel strategies, enabling seamless integration across physical and digital touchpoints. This study examines the impact of omnichannel retailing on purchase intention among Indian consumers, focusing on key dimensions such as perceived channel integration, convenience, customer experience, trust, and perceived value. A structured questionnaire was administered to Indian retail customers, and responses were analysed using descriptive statistics, factor analysis, and regression modelling.