Exploring the Application of Both Internet of Things and Artificial Intelligence under the Omni Channel from the Perspective of Drama Theory

The ability to establish a single business platform with a unified front-end and back-end system to deliver the experience becomes the key factor in the Omni-channel. This study will adopt the transactions between the dealer and the consumer to match to a drama performance and quote actors as dealers, the audience as consumers, and the scene as physical stores and virtual access to the shopping environment. We applied purposive sampling towards consumers, who have had experiences in purchasing at chained apparel retail stores through either physical or virtual access, having collected 407 valid questionnaires in total. This study used the method of context simulation, and divided the consumers into two different sample groups based on different power influence. This study suggests to in the future the retailers use the consumer situation created by the Internet of Things and artificial intelligence to have consumers immersed in an environment that stimulates their purchase intention, as well as to arouse consumers' inner need, in order to increase the intention, frequency, and promotion price of consumers' purchasing behaviors.