Unravelling the Impact of IT-Enabled Omni-Channel Retail Experiences on Consumption Value and Customer Patronage

Omni-channel distribution, which combines several distinct offline and online distribution channels, has transformed and modernized the retail industry. Based on the theoretical framework stimulus-organism-response along with consumption value theory, this article seeks to investigate the effects of IT-enabled omni-channel channel customer experience on consumption values and customer patronage intentions. A standardized questionnaire was used to conduct an online survey with 357 omni-channel seasoned shoppers using snowball sampling. The suggested hypotheses were analysed and tested using the partial least square structural equation modelling (PLS-SEM) and Smart PLS software. The findings reveal that IT-enabled omni-channel customer experience plays a crucial role in providing functional value, emotional values and epistemic values to the customers. However, the omni-channel customer experience did not influence the social values and conditional values of the customers. The findings also indicate that functional values, emotional values, epistemic values and social values influenced customer patronage behaviour. Conditional value did not impact customer patronage behaviour.