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

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.