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Today, most retail profits are driven by customers' habitual buying behaviour. However, there is a lack of comprehensive theoretical understanding regarding how omnichannel habit affects customers’ perceived value and usage. This study uses customer value theory to investigate the various roles of shopping habit (as antecedent, mediator and moderator) in omnichannel retail. To achieve this goal, survey data from 512 omnichannel shoppers in Australia was analysed using the partial least squares method with SmartPLS software version 3. The findings confirm that omnichannel shopping habit plays significant roles as antecedent, mediator, and moderator in the relationship between perceived value and usage. Additionally, the study reveals the positive impact of factors such as security and privacy, seamless experience, personalisation, and social communications. This research expands upon customer value theory by examining the complex relationships between various aspects of omnichannel shopping habit, perceived value and omnichannel usage. For marketers looking to strengthen habitual buying, the study suggests prioritising security and privacy, promoting social communications, and offering personalised services. Recognising the integral influence of habitual buying on value perception and usage, marketers should adopt a cohesive strategy for communicating their value propositions to target customers across multiple channels. This approach can ultimately boost omnichannel usage.
Sharma et al. (Thu,) studied this question.