Online shopping experience drives online shopping intention: role of omnichannel shopping trust

• Autores: Enrique Marinao Artigas, Wei-Chen Shih, Ricardo Limongi, Denise Laroze
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 27, Nº. 1, 2025, págs. 1-24
• Idioma: inglés
• DOI: 10.7819/rbgn.v27i01.4292
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose – This study proposes a model in which online shopping intention is a consequence of the online shopping experience in an omnichannel environment.

    Theoretical framework – The experience is formed through the interaction between a consumer's cognitive and emotional experiences, with omnichannel shopping trust playing a crucial mediating role in the relationship between online shopping experience and shopping intention. The theoretical model is based on the Stimulus-Organism-Response (S-O-R) framework.

    Design/methodology/approach – Data analysis was performed using structural equation model analysis. Systematic random probability sampling was used to recruit 600 consumers, all with experience with omnichannel shopping in Chilean retail settings.

    Findings – Online shopping intention results from the interaction between cognitive and emotional experiences. Omnichannel shopping trust partially mediates the online shopping experience's effect on shopping intentions.

    Research Practical & Social implications – This study has important implications for digital platform managers and retailers who want to deliver an optimal omnichannel experience.

    Originality/value – In an omnichannel environment, the retailer needs to establish a close link through the cognitive and emotional experience of the shopper.

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