Consumer Patronage in Omnichannel Retailing and the Moderating Impact of Culture: A MetaSEM Review

Abstract

ABSTRACT Omnichannel retailing integrates multiple physical and digital customer touch points to provide a comprehensive experience to customers. Prior research has employed diverse theoretical perspectives to understand the impact of omnichannel integration quality on consumer behaviour in different contexts and produced inconsistent results. Our research portrayed an integrated research model using the SOR framework and used existing empirical findings to investigate the influence of omnichannel integration quality (i.e., channel service configuration and integrated interaction) on consumer patronage (i.e., purchase intention and loyalty). We used a meta-analytic structural equation modelling method to synthesize 41 prior publications, comprising 44 studies, and validate the structural model. We found that omnichannel integration quality positively affects purchase intention and loyalty. Also, consumer experience mediates the effect of omnichannel integration on purchase intention and loyalty. Our study moreover highlights the moderating role of culture on the relationships between omnichannel integration quality and consumer purchase intention. We have discussed the implications for research and practice in detail and highlighted the opportunities for future research.