Influence of Omnichannel Integration Quality on Consumer Cross-channel Retention Behavior

Abstract

With the increasing cross-channel shopping behavior of consumers, retailers are making changes to implement an omnichannel integration strategy to achieve channel synergy and offer customers a highly consistent and seamless shopping experience. Improving the effectiveness of omnichannel integration strategies to enhance cross-channel consumer retention presents an urgent challenge for companies. Therefore, this study constructs a theoretical framework based on the S-O-R model, designating omnichannel integration quality as the independent variable, customer satisfaction as the mediator, and product involvement as the moderator. A total of 299 valid questionnaires were collected and analyzed to examine the interrelationships among these variables. Findings indicate that omnichannel integration quality positively impacts consumer cross-channel retention behavior; customer satisfaction serves a partial mediating role, and product involvement positively moderates the relationship between omnichannel integration quality and cross-channel retention. Based on these findings, the study offers recommendations for omnichannel retailers aiming for cross-channel retention: integrate channel resources, enhance customer satisfaction; pay attention to product involvement, and customize strategies to individual needs.

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