دراسة تأثير تجارة التجزئة متعددة القنوات على اتخاذ قرارات المستهلك في السوق الأردنية

The present research investigates the use of omnichannel retailing and its influence on the Jordanian market, focusing on four important dimensions: integration, fulfilment, usability, and seamlessness. This study attempts to answer how strategies of omnichannel affect purchase-decisions and satisfaction of customers among students at private universities in Jordan as expectations for integrated purchase experiences that combine physical and digital channels continue to rise. Using Structural Equation Modelling (SEM), this study empirically examines the relationships between various dimensions of omnichannel retailing and consumer decision-making. The findings reveal that strong integration across sales channels, fast delivery options, simple interfaces, and seamless transitions significantly enhance consumer decision-making. This underscores the importance of robust infrastructure facilities, dependable information availability options, flexible fulfillment methods, user-friendly interface designs as well as a smooth customer support system which all together make for a great shopping experience. Thus, local retailers are given clear recommendations to invest in current systems by diversifying their delivery alternatives, improving mobile platforms, and using data analytics to match marketing efforts. The main focus of this paper is effective merchandising practices that can help retailers connect with consumers effectively during changing market situations. Moreover, there are several lessons from this research for businesses operating under stiff competition but with the increasing needs of modern-day consumers.