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The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective

Zhihui Yang (Business School, Central South University, Changsha, China) (School of Information Technology and Management, Hunan University of Finance and Economics, Changsha, China)
Dongbin Hu (Business School, Central South University, Changsha, China) (Xiangjiang Laboratory, Changsha, China)
Xiaohong Chen (Business School, Central South University, Changsha, China) (Xiangjiang Laboratory, Changsha, China) (School of Frontier Crossover Studies, Hunan University of Technology and Business, Changsha, China)

Internet Research

ISSN: 1066-2243

Article publication date: 25 June 2024

118

Abstract

Purpose

In the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains uncharted. Drawing on the social exchange and psychological reactance theories, this study ventures into unexplored territory by examining the impact of omnichannel integration and digital value on brand trust building. It also delves into the boundary roles of customers’ psychological perceptions, both positive (customer empowerment) and negative (privacy concerns and perceived deception), in this process.

Design/methodology/approach

This study conducted an online survey of 595 omnichannel users in China and validated the model using partial least squares structural equation modelling (PLS-SEM).

Findings

This study’s results have significant implications for businesses. They show that customer perception of omnichannel integration and perceived digital value are critical drivers of omnichannel brand trust, with customer empowerment playing a mediating role. Notably, the study also reveals that customers’ negative psychological perceptions can have different moderating effects, highlighting the need for businesses to address these concerns in their omnichannel strategies.

Originality/value

This study breaks new ground in marketing research by highlighting the benefits of omnichannel integration and incorporating digital perspectives. It demonstrates the positive impact of blending customer perception of omnichannel integration and perceived digital value on brand trust formation. Furthermore, it explores the boundary roles of customers’ psychological perceptions in this process, offering a unique and comprehensive perspective.

Keywords

Acknowledgements

This work is supported by the Major Projects of the National Natural Science Foundation of China (Grant Nos. 71991463). The authors are grateful to the editors and reviewers for their invaluable and insightful comments, which have greatly improved this work.

Citation

Yang, Z., Hu, D. and Chen, X. (2024), "The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-06-2023-0464

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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