Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Mediating Effect of Omnichannel and Time of Engagement on the Relationship Between Consumer Engagement and Purchase Intention for Digital Products

Authors
Inasari Widiyastuti1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: inasari.w@upi.edu
Corresponding Author
Inasari Widiyastuti
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_72How to use a DOI?
Keywords
omnichannel; time of engagement; consumer engagement; purchase intention; digital product
Abstract

The development of omnichannel poses a challenge in building consumer engagement that influences the purchase intention of digital products. This study aims to investigate the influence of consumer engagement (CE) on purchase intention (PI) with the mediation of omnichannel (OC) and time of engagement (TE). The methodology used is an online survey with purposive sampling involving 144 respondents who have purchased digital products. The results reveal that omnichannel and time of engagement collectively mediate the influence of consumer engagement on purchase intention. However, time of engagement alone does not directly impact purchase intention, and consumer engagement also does not have a direct effect. The result also shows the importance of omnichannel in marketing strategies to enhance purchase intention.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_72How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Inasari Widiyastuti
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - The Mediating Effect of Omnichannel and Time of Engagement on the Relationship Between Consumer Engagement and Purchase Intention for Digital Products
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 626
EP  - 632
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_72
DO  - 10.2991/978-94-6463-817-2_72
ID  - Widiyastuti2025
ER  -