Omnichannel retailing, trust, and purchase intention: evidence from Ecuador, Peru, and Colombia
DOI:
https://doi.org/10.65598/rps.6259Keywords:
business strategies, customer trust, channel integration, digital commerce, consumer behaviorAbstract
This study examines the relationships between omnichannel retailing, customer trust, and purchase intention in the retail sector, based on evidence from consumers in Ecuador, Peru, and Colombia. A quantitative, cross-sectional approach was employed, using partial least squares structural equation modeling (PLS-SEM). Data were collected via a self-administered digital questionnaire administered to 292 consumers. The results showed positive and statistically significant relationships between omnichannel retailing and trust, between trust and purchase intention, and between omnichannel retailing and purchase intention. Furthermore, the indirect effect analysis revealed a complementary partial mediation of trust in the relationship between omnichannel retailing and purchase intention. The model demonstrated adequate levels of reliability and validity, as well as out-of-sample predictive validity, with performance relative to the linear reference model being more favorable for purchase intention than for trust. The findings suggest that integration and consistency between physical and digital channels are related to trust and purchase intention in the analyzed sample. The study contributes to the literature through the integrated analysis of these constructs and provides implications for omnichannel retail management in the contexts studied.
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