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In the context of rapid digital transformation and the increasing integration of online and offline channels, omnichannel retailing has emerged as a dominant paradigm in modern commerce. This study aims to examine the impact of omnichannel customer experience on satisfaction and repurchase intention, while investigating the moderating role of prior omnichannel shopping experience. Drawing on the S-O-R framework and experiential learning theory, the study develops an integrated research model in which six experiential dimensions across online and offline channels are conceptualized as stimuli, customer satisfaction represents the internal state, and repurchase intention reflects the behavioral response, with prior omnichannel shopping experience acting as a moderating variable. Data were collected from 506 customers with omnichannel shopping experience and analyzed using PLS-SEM. The findings indicate that all experiential dimensions exert positive effects on customer satisfaction, which in turn significantly predicts repurchase intention. Notably, prior omnichannel shopping experience negatively moderates the relationship between satisfaction and repurchase intention, suggesting that more experienced customers tend to become more cautious and are less influenced by momentary satisfaction when making repeat purchase decisions. This finding contrasts with much of the prior literature and offers new insights into consumer behavior in omnichannel retail. Overall, the study provides meaningful theoretical and managerial contributions to the understanding of consumer behavior in the rapidly evolving omnichannel retail context.
De et al. (Fri,) studied this question.