Omnichannel retailing: The role of situational involvement in facilitating consumer experiences

As omnichannel retailing is still in its infancy, a better understanding of the consumer journey within this context is needed. Utilizing the activity theory, we identified omnichannel platforms, platform synergies, and personalized incentives to influence consumers' situational involvement for positive consumer experiences in omnichannel retailing. The research used 256 valid responses to reveal that the omnichannel platform, platform synergy, and personalized incentives positively affect situational involvement, which directly affects consumer experiences, and that situational involvement mediates the effects of these factors on consumer experiences. Our findings also empirically confirmed that motivation (personalized incentives) is a precursor to the activity theory.