Unraveling the dark threads: exploring the impact of cross-channel cognitive overload on consumers' behaviors in multichannel retailing

Purpose Multichannel retailing efforts may have a dark side. This research provides novel insights into the dark side of multichannel retailing by investigating negative cross-channel cognitive overload outcomes within an SSO framework. Design/methodology/approach The proposed model is empirically validated by surveying 536 respondents and data was analyzed with PLS-SEM. Findings This study finds that multichannel customers may experience cross-channel cognitive overload, in the form of cross-channel information overload and cross-channel interaction overload, both of which are adversely related to purchase intention and omnichannel service use. Cognitive trust and emotional exhaustion mediate the detrimental effects of cross-channel cognitive load on consumers' purchase intentions and omnichannel service use. Consumers' high need for cognition can attenuate the relationship between cross-channel cognitive overload and emotional exhaustion, but not between cross-channel cognitive overload and cognitive trust. Practical implications Retailers should implement lifecycle-based multichannel strategies that address evolving cognitive overload patterns, from initial confusion to experienced-user fatigue. Essential tactics include centralizing product information management, personalizing content based on consumers' cognitive preferences, and developing cognitive accessibility features. Retailers should prioritize seamless navigation for new users and consistency for experienced shoppers, while offering educational resources to enhance multichannel literacy and tailored interfaces that match individual cognitive processing styles. Originality/value Unlike previous research that has predominantly focused on the bright side of multichannel retailing, this study provides a novel perspective on the dark side by exploring whether and how cross-channel cognitive overload affects consumer behaviors in multichannel retailing.