Exploring the influence of Offline Store Design on Online Store Design: Moderating role of Channel Integration in Multichannel Fashion Industry

Abstract

The development of internet technology has transformed the online shopping landscape, presenting customers with enhanced options during their purchasing experience, delivering superior products and services, and enabling businesses to establish an extra channel for growth. This study examines the dynamic association among offline Store Design (OFSD) and online Store design (ONSD), with the moderation effect of Channel Integration in Pakistan fashion industry. As the number of channels rises, the issues of synergies and coordination among various channels become more difficult to manage. The moderation of channel integration among offline Store design (OFSD) and online store design elucidates the conflicting outcomes in multichannel literature. The cross-sectional approach is used to collect data quantitatively. The survey distributed to 384 customers of various Pakistani online fashion enterprises, which collected using a simple random sampling technique. The findings show a significant correlation between offline store design and online store design ONSD with a moderating effect of channel integration. Consequently, businesses that operate across multiple channels need to acknowledge the significance of channel integration in terms of its ability to influence behavioral intentions during interactions.