Omnichannel shopping habit development

Abstract

Given the growing importance of habit development in omnichannel literature, this study aims to explore the factors contributing to the development of omnichannel shopping habit and the subsequent impact on usage and word-of-mouth. Data from 512 omnichannel shoppers via an online survey were analysed using structural equation modelling. Results show that in-store employee interactions strongly affect cognitive engagement, while digital interactions predominantly influence affective engagement. Affective engagement is key for value consciousness, which, along with affective engagement, drives habit development. Significant moderation impact of income and relationship length also suggest that higher income and longer omnichannel usage foster stronger habit due to value consciousness. Additional analysis reveals a significant moderating influence of habit between value consciousness and its outcomes. This research advances omnichannel retail literature by illustrating how the mode of interaction (digital or in-store personal) can influence various types of engagement, and how habit works as a mediator and moderator for value consciousness in driving usage and word-of-mouth. Retailers can cultivate habitual omnichannel shopping by enhancing positive interactions across channels and monitoring affective engagement and value consciousness.