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<p>Understanding how omnichannel customer experiences influence repurchase intention is increasingly important as retailers seek to retain consumers across integrated physical and digital touchpoints. This issue is particularly relevant in fast-moving consumer goods (FMCG) markets, where purchasing decisions are often habitual, convenience-driven, and characterized by relatively low involvement. This study investigates how omnichannel customer experience shapes repurchase intention using the Stimulus–Organism–Response framework and a dual-method approach integrating linear and configurational analyses. Although prior research has examined the influence of omnichannel retailing on consumer behaviour, less is known about how multiple psychological mechanisms combine and interact to generate repurchase intention in FMCG settings, where repeat purchasing is frequently assumed to be driven primarily by habit and functional considerations. Data were collected from 209 consumers in the Netherlands and analysed using partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The findings indicate that omnichannel customer experience strengthens value co-creation, customer loyalty, and customer engagement. Customer engagement emerges as the strongest predictor of repurchase intention, followed by customer loyalty, whereas value co-creation does not exhibit a significant net effect. However, fsQCA reveals multiple sufficient pathways to repurchase intention, demonstrating that different combinations of omnichannel experience and organismic responses can generate favourable behavioural outcomes. The study extends the S–O–R framework by showing that organismic responses do not contribute uniformly to repurchase intention but operate through different experiential and relational configurations. In particular, engagement and loyalty provide alternative and reinforcing pathways, while high value co-creation is not required when other experiential or relational conditions are present.</p>

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From experience to repurchase: how omnichannel retail shapes FMCG consumer behaviour

  • 期刊论文

  • 发表日期：

    2026年8月3日

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  • Nadjim Mkedder,
  • Mahmut Bakır,
  • Stéphanie Celeste Isabella Reulink,
  • Yaser Al Dhabyani,
  • Burcu Özdemir Özcan,
  • Yolin Xin Xiao Yan Kramer

摘要

Understanding how omnichannel customer experiences influence repurchase intention is increasingly important as retailers seek to retain consumers across integrated physical and digital touchpoints. This issue is particularly relevant in fast-moving consumer goods (FMCG) markets, where purchasing decisions are often habitual, convenience-driven, and characterized by relatively low involvement. This study investigates how omnichannel customer experience shapes repurchase intention using the Stimulus–Organism–Response framework and a dual-method approach integrating linear and configurational analyses. Although prior research has examined the influence of omnichannel retailing on consumer behaviour, less is known about how multiple psychological mechanisms combine and interact to generate repurchase intention in FMCG settings, where repeat purchasing is frequently assumed to be driven primarily by habit and functional considerations. Data were collected from 209 consumers in the Netherlands and analysed using partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The findings indicate that omnichannel customer experience strengthens value co-creation, customer loyalty, and customer engagement. Customer engagement emerges as the strongest predictor of repurchase intention, followed by customer loyalty, whereas value co-creation does not exhibit a significant net effect. However, fsQCA reveals multiple sufficient pathways to repurchase intention, demonstrating that different combinations of omnichannel experience and organismic responses can generate favourable behavioural outcomes. The study extends the S–O–R framework by showing that organismic responses do not contribute uniformly to repurchase intention but operate through different experiential and relational configurations. In particular, engagement and loyalty provide alternative and reinforcing pathways, while high value co-creation is not required when other experiential or relational conditions are present.