The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective
研究基于社会交换和心理抗拒理论，通过对595名中国全渠道用户的调查，发现顾客对全渠道整合和数字价值的感知是建立品牌信任的关键，且顾客赋能起中介作用，隐私担忧和感知欺骗起调节作用。
Purpose In the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains uncharted. Drawing on the social exchange and psychological reactance theories, this study ventures into unexplored territory by examining the impact of omnichannel integration and digital value on brand trust building. It also delves into the boundary roles of customers’ psychological perceptions, both positive (customer empowerment) and negative (privacy concerns and perceived deception), in this process. Design/methodology/approach This study conducted an online survey of 595 omnichannel users in China and validated the model using partial least squares structural equation modelling (PLS-SEM). Findings This study’s results have significant implications for businesses. They show that customer perception of omnichannel integration and perceived digital value are critical drivers of omnichannel brand trust, with customer empowerment playing a mediating role. Notably, the study also reveals that customers’ negative psychological perceptions can have different moderating effects, highlighting the need for businesses to address these concerns in their omnichannel strategies. Originality/value This study breaks new ground in marketing research by highlighting the benefits of omnichannel integration and incorporating digital perspectives. It demonstrates the positive impact of blending customer perception of omnichannel integration and perceived digital value on brand trust formation. Furthermore, it explores the boundary roles of customers’ psychological perceptions in this process, offering a unique and comprehensive perspective.