Abstract:Given the growing importance of habit development in omnichannel literature, this study aims to explore the factors contributing to the development of omnichannel shopping habit and the subsequent impact on usage and word‐of‐mouth. Data from 512 omnichannel shoppers via an online survey were analysed using structural equation modelling. Results show that in‐store employee interactions strongly affect cognitive engagement, while digital interactions predominantly influence affective engagement. Affective engage… Show more
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