The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience

Xiaoxia Chen, Xiaofeng Su (), Wenhe Lin, Anxin Xu, Jianhong Chen and Qiujin Zheng ()
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Xiaoxia Chen: Jinshan College of Fujian Agriculture and Forestry University, Fuzhou 350002, China
Xiaofeng Su: College of Business Administration, Fujian Business University, Fuzhou 350003, China
Wenhe Lin: College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Anxin Xu: College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Jianhong Chen: College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Qiujin Zheng: School of Journalism and Communication, Minjiang University, Fuzhou 350108, China

Sustainability, 2022, vol. 14, issue 21, 1-20

Abstract: Customer engagement is a new value index affecting the omnichannel benefits of enterprises. It is beginning to attract the attention of both scholars and managers. However, there is still a lack of research on the mechanism influencing customer engagement in the fresh food omnichannel retail context. Drawing from the stimulus–organism–response (SOR) framework, this paper builds a relationship model between omnichannel integration and fresh food customer engagement. In addition, the paper empirically analyzes the mechanism of omnichannel integration’s impact on fresh food customer engagement. The findings show that omnichannel integration promotes flow experiences through three modes: information integration, business integration, and service and distribution integration. Flow experience is mediating the relationship between omnichannel integration and customer engagement. Strengthening the customer engagement knowledge system can help fresh food omnichannel retailers to create and manage the long-term cooperative relationship between customers and the company’s value creation. The higher the degree of omnichannel integration of fresh food retail firms, the more conducive it is to enhancing the customer flow experience, which will positively impact customers’ attitudinal and behavioral engagement.

Keywords: omnichannel integration; flow experience; customer engagement; fresh food; SOR model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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