Understanding Omnichannel Consumer Behavior in ‎FMCG:A Mediation-Based Analysis of Perceived ‎Value

  • Authors

    • Ms. Sharmila R Full-Time Research Scholar, Department of Commerce, Faculty of Science and Humanities, SRM Institute of Science ‎and Technology, Ramapuram, Chennai, Tamil Nadu, India https://orcid.org/0009-0001-1745-0142
    • Dr. Janis Bibiyana D.‎ Associate Professor and Research Supervisor, Department of Commerce, Faculty of Science and Humanities, SRM ‎Institute of Science and Technology, Ramapuram, Chennai, Tamil Nadu, India
    https://doi.org/10.14419/yb214b94

    Received date: January 12, 2026

    Accepted date: January 19, 2026

    Published date: January 26, 2026

  • Continuance Behavior; FMCG; Integration Quality; Omnichannel Retailing; Perceived Value

  • Abstract

    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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    R, M. S., & D.‎ , D. J. B. . (2026). Understanding Omnichannel Consumer Behavior in ‎FMCG:A Mediation-Based Analysis of Perceived ‎Value. International Journal of Accounting and Economics Studies, 13(1), 489-504. https://doi.org/10.14419/yb214b94