From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys

Abstract

This research examines evolving shopping behaviours as emerging technologies and digital touchpoints increasingly draw shoppers to navigate digital omnichannel environments. While consumers transition from simple interactions with touchpoints to embarking on complex digital journeys, there remains a scarcity of relevant theorising to examine the holistic omnichannel experience. Therefore, our approach adopts a consumer-centric perspective wherein we argue that the specific mindset adopted by consumers during the digital shopping journey significantly shapes their perception of the omnichannel experience. Using three experiments and a survey, we demonstrate that consumers’ perceived quality of the omnichannel journey is mindset dependant, with a maximiser mindset exerting an increased positive effect compared to a satisficer mindset. Furthermore, we delve into the underlying mechanisms of this phenomenon to show that consumers’ self-efficacy evaluations mediate the relationship while the quality of the omnichannel configuration moderates it. Finally, we discuss a range of theoretical contributions, providing actionable insights for practitioners seeking to enrich the digital omnichannel experience and effectively engage today’s digital-savvy consumers.