The Effect of Omnichannel Customer Experience on Repurchase Intention and Recommendation Intention: The Mediating Effects of Trust and Shopping Inertia*

Purpose: The present study empirically examines the effect of omnichannel customer experience (OCX)on Repurchase Intentionand Word of Mouth Intention, mediated by Trustand Shopping Inertia. Based on the Stimulus-Organism-Response (S-O-R) theory, the study conceptualizes four sub-dimensions of omnichannel customer experience-consistency, convenience, personalization, and interactivity-as stimuli, trust and shopping inertia as organismic mediators, and repurchase intention and word-of-mouth intention as response variables. Research design, data, and methodology: This study derived a hypothesis through a literature review and verified it using PLS. A sample of 190 customers who have experienced omnichannel shopping or services in Korea within the past three months was selected, and the hypothesis verification results were as follows. Results: The results for study revealed that, First, OCX was found to have a significant positive effect on trust. Second, OCX was found to have a significant positive effect on shopping inertia. Third, trust was found to have a significant positive effect on repurchase intention. Fourth, trust was found to have a significant positive effect on recommendation intention. Fifth, shopping inertia was found to have no direct effect on repurchase intention. Finally, shopping inertia was found to have no direct effect on recommendation intention. Conclusions: This study investigates the critical drivers of customer trust and loyalty within an omnichannel business environment. We identify consistency, personalization, convenience, and interactivity as foundational elements of the optimal customer experience. Research results show that providing personalized experiences at every touchpoint substantially enhances customer trust. Additionally, the convenience driven by an intuitive, simplified buying process acts as a key mediator, linking trust to both repurchase and recommendation intentions. The research also underscores the necessity of interactivity, advocating for hybrid communication systems and active engagement strategies to bolster brand resonance. Crucially, results demonstrate that habitual purchasing behavior is a secondary byproduct of trust formation, suggesting that sustainable customer relationship management (CRM) strategies must prioritize robust trust cultivation over mere habit reinforcement. Ultimately, this paper concludes that a holistic, data-integrated architecture focused on consistent, personalized, and experiences is essential for converting omnichannel trust into enduring customer loyalty.