Exploring the Influence of Omnichannel Experience on Trust and Repurchase Intention in Retail Companies: Evidence from Indonesia
Authors: Bahri Ronny Samsul , Susan Marcellia , Gunawan Theresia 
Published: July 2023

Purpose: The objective of this research is to investigate how omnichannel experience impacts trust, how trust influences repurchase intention, how omnichannel experience affects repurchase intention, and how omnichannel experience affects repurchase intention when trust is considered as a mediating factor.

Theoretical framework: Omnichannel experience is defined as a sales system that offers customers freedom and independence to experience and obtain information through various channels. The five dimensions of omnichannel experience are connectivity, integration, consistency, flexibility, and personalization. Trust is a set of beliefs related to the integrity, benevolence, and ability of the other party, while repurchase intention is the customer's desire to repurchase a product or reuse the services provided by the company. The four dimensions of consumer trust are benevolence, ability, integrity, and willingness to depend. The research aims to determine the effect of omnichannel experience on trust and how it affects repurchase intention.

Design/methodology/approach: 10 retail companies with the highest consumer value in 2021 based on YouGov. Data will be collected through questionnaires distributed to customers who have shopped at the object of research retail stores online and offline. The study will use a quantitative approach with descriptive and inferential analyses, and the data will be analyzed using Structural Equation Modeling (SEM) analysis. The minimum recommended sample size is 330 samples

Findings: The study found that the omnichannel experience has a positive effect on trust, and trust has a positive effect on repurchase intention. Furthermore, the study revealed that trust plays a mediating role between omnichannel experience and repurchase intention. These findings suggest that creating an omnichannel experience that enhances trust may lead to increased repurchase intention among retail consumers.

Research, Practical & Social implications: By understanding the positive impact of omnichannel experience on trust and repurchase intention, retailers can provide seamless, integrated shopping experiences across multiple channels. This can include offering online shopping with in-store pickup options, providing personalized recommendations based on customer preferences, and implementing transparent and reliable return policies to build trust. By enhancing omnichannel experiences and building trust, retailers can create a more positive shopping experience for customers, leading to higher satisfaction levels and increased loyalty

Originality/value: This study provides a comprehensive theoretical framework to explain the relationship between omnichannel experience, trust, and repurchase intention, which is a relatively unexplored area in the retail industry. The study's findings reveal that trust plays a mediating role between omnichannel experience and repurchase intention, suggesting that building trust through an omnichannel experience may lead to increased repurchase intention among retail consumers.