Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit

Neeru Sharma and Johra Kayeser Fatima

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: Today, most retail profits are driven by customers' habitual buying behaviour. However, there is a lack of comprehensive theoretical understanding regarding how omnichannel habit affects customers’ perceived value and usage. This study uses customer value theory to investigate the various roles of shopping habit (as antecedent, mediator and moderator) in omnichannel retail. To achieve this goal, survey data from 512 omnichannel shoppers in Australia was analysed using the partial least squares method with SmartPLS software version 3. The findings confirm that omnichannel shopping habit plays significant roles as antecedent, mediator, and moderator in the relationship between perceived value and usage. Additionally, the study reveals the positive impact of factors such as security and privacy, seamless experience, personalisation, and social communications. This research expands upon customer value theory by examining the complex relationships between various aspects of omnichannel shopping habit, perceived value and omnichannel usage. For marketers looking to strengthen habitual buying, the study suggests prioritising security and privacy, promoting social communications, and offering personalised services. Recognising the integral influence of habitual buying on value perception and usage, marketers should adopt a cohesive strategy for communicating their value propositions to target customers across multiple channels. This approach can ultimately boost omnichannel usage.

Keywords: Omnichannel seamless experience; Omnichannel shopping habit; Omnichannel usage; Perceived value; Personalisation; Security and privacy; Social communications (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923003788
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923003788

DOI: 10.1016/j.jretconser.2023.103627

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().