Acceso usuarios
Enrique Marinao Artigas, Wei-Chen Shih, Ricardo Limongi, Denise Laroze
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.
