Online Shopping Experience Drives of Online Shopping Intention: Role of Omnichannel Shopping Trust

Purpose -This study proposes a model in which online shopping intention is a consequence of the online shopping experience in an omnichannel environment.Theoretical framework -The experience is shaped by the interaction between a consumer's cognitive and emotional experiences, with omnichannel shopping trust playing a crucial mediating role in the relationship between online shopping experience and purchase intention.The theoretical model is based on the Stimulus-Organism-Response (S-O-R) framework.Design/methodology/approach -Data analysis was performed using structural equation model analysis.Systematic random probability sampling was used to recruit 600 consumers, all of whom had experience with omnichannel shopping in Chilean retail settings.Findings -Online shopping intention results from the interaction between cognitive and emotional experiences.Omnichannel shopping trust partially mediates the effect of the online shopping experience on purchase intention.Practical & social implications of research -This study has important implications for digital platform managers and retailers who want to deliver an optimal omnichannel experience.Originality/value -In an omnichannel environment, the retailer needs to establish a strong connection through the cognitive and emotional experience of the shopper.