“…Consequently, it should be scrutinized as a pivotal element influencing customer experience within omnichannel platforms (Silva et al, 2024). This study defines digital interactions as customer perceptions of a retailer's capability to facilitate mutual interaction, actively engage them, and evoke responses within an online channel, such as a website or mobile application (Cui et al, 2022;Ho et al, 2022;Zheng & Li, 2024). Digital interactions comprise three primary aspects: active control, which involves consumers' perception of the online channel's capacity to enable them to voluntarily participate in communication and assert their influence; two-way communication, which revolves around the reciprocal exchange of communication between users and the online channel; and responsiveness, which refers to the speed at which consumers receive responses to their inquiries or questions from the company's online channel (Cui et al, 2022;Liu & Shrum, 2002).…”