วารสารวิทยาลัยบัณฑิตเอเซีย ...

The purpose of this research was to investigate the relationship between Omni Channel Marketing and consumer behavior in retail Business and to study the individual characteristics that affect the consumer behavior in retail Business. This survey research employed the probabilistic sampling and quota sampling by selecting consumers of convenience stores from 13 provinces in Thailand. The research used survey method to collect data from 400 participants. The findings of research assert that various aggregation as Omni Channel Marketing, which were seamlessly linked including information linking, communication strategy, delivery and payment were correlated to retail consumer behavior at the low level in the same direction where the significant level at 0.01 and 0.05 for overall personal characteristics which were different while the retail consumer behavior was not different.