The research objective of this dissertation is to investigate the influences on customer’s patronage and purchase intentions in the omnichannel retail fashion department store. There are three primary research questions in this study. The first explores whether customers' object-based beliefs influence patronage or purchase intention in an omnichannel retail fashion department store. The second research question examines the influence of customers’ brand attitude on intentions to visit or purchase from an omnichannel retail fashion department store. Lastly, do customers' behavioral beliefs have a direct effect on patronage and purchase intentions in the omnichannel retail fashion department store? Based on prior literature and using the Shen et al. (2018) framework, ten research questions were developed to examine the influence of object-based beliefs, behavioral beliefs, and brand attitude on patronage intention and purchase intention. The hypotheses were tested using data that were collected from customers of retail fashion department stores by Dynata. The primary findings show that there is a significant influence of channel process consistency on perceived fluency, of perceived fluency on brand attitude, and of brand attitude on patronage intention. The results of this study make a unique contribution to research about omnichannel fashion department stores and suggest that stores focus on improving the consistency of processes across channels.

INDEX WORDS: Omnichannel, Seamless Experience, Fashion Department Store, Brand Attitude, Patronage Intention, Purchase Intention