The effects of utilitarian value on omnichannel continuance intention: the moderating role of product involvement

Purpose This study aims to examine the factors that motivate consumers' omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement. Design/methodology/approach Structural equation modeling was used to analyze the research model with data on 382 omnichannel consumers. Findings Three perceived utilitarian value dimensions - quality, monetary savings and convenience - positively influence consumers' omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers' omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement. Research limitations/implications This study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers' omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services. Practical implications Omnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value. Originality/value This study adds to the literature on omnichannel selection by investigating consumers' continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.