Understanding Omnichannel Consumer Behavior in FMCG:A Mediation-Based Analysis of Perceived Value
DOI:
https://doi.org/10.14419/yb214b94Keywords:
Continuance Behavior; FMCG; Integration Quality; Omnichannel Retailing; Perceived ValueAbstract
Purpose: This research paper investigates the relationship between the quality of omnichannel integration and perceived value and continuance of omnichannel behavior for fast-moving consumer goods (FMCG). The research is based on the Stimulus-Organism-Response (S-O-R) framework and Expectancy Confirmation Theory (ECT) and identifies four primary dimensions of omnichannel integration.
Methodology: An empirical quantitative research approach was used using survey data collected from 390 FMCG consumers in Chennai city to perform statistical analysis using survey data and PLS-SEM analysis. The structural equation model was used to identify the relationship between the four integration dimensions and perceived value . Additionally, mediation and predictive relevance analysis were also conducted.
Findings: The findings suggest that three of the four dimensions of omnichannel integration significantly affect perceived value on information consistency, promotion/price consistency, and seamless channel transitions. While product availability alignment did not have a significant impact, perceived value was found to strongly predict continuance behavior and mediate the relationship between the three significant dimensions of omnichannel integration and continuance behavior. The results of the study show that the model has adequate explanatory power and predictive relevance.
Practical Implications: To enhance perceived value and foster continued use of their omnichannel capabilities, FMCG retailers should focus on providing consistent information, transparent pricing, and seamless channel integration.
Originality Value: The research contributes to the existing body of knowledge around omnichannel by providing empirical support for the premise that perceived value is a key mechanism that links the quality of multiple dimensions of integration with consumers’ behavior in continuing to access the retailer’s offerings through multiple channels.
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