Abstract
This study investigates the impact of seamless experience on the shopping intention of customers in an omnichannel retail environment. Drawing upon the theoretical foundations of ‘flow theory’ and ‘experiential value theory’, this study first examines how a retailer’s efforts to provide a seamless experience foster a flow experience for the customer. Additionally, it integrates the seamless experience provided by the retailer with the experiential value that the customer derives throughout the shopping journey. This paper uses the PLS-SEM approach to verify the proposed relationships with a sample of 351 omnichannel customers. The results suggest that seamless experience significantly contributes to the flow experience and influences the customer shopping intention in an omnichannel retail environment. The findings further suggest that the experiential value derived by customers throughout their shopping journey mediates the relationship between the seamless experience and the flow experience. The paper concludes by highlighting theoretical and practical implications.