The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment

Alessandra Torres-Rodríguez; Lucia Chiroque-Alvites; Martín Mauricio-Andía

doi:10.1007/978-981-96-3081-3_32

The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment

Alessandra Torres-Rodríguez
, Lucia Chiroque-Alvites
, Martín Mauricio-Andía

Faculty of communication

Universidad Peruana de Ciencias Aplicadas

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

In the context of contemporary consumer behaviour, businesses face the necessity of adopting new sales strategies that encourage positive consumer responses. This study aims to evaluate the influence of Integrated Interactions on Customer Engagement and how it can foster purchase intent in supermarkets employing omnichannel strategies. Data were collected from 349 consumers who made both in-store and online purchases at supermarkets in the six months prior to the start of the fieldwork in Lima, Peru. The information was analysed using structural equation modelling with the PLS-SEM method, supported by the SmartPLS 4.0 software. The main findings indicate that Integrated Interactions positively influence both Customer Engagement and purchase intent. Additionally, there is a positive relationship between Customer Engagement and purchase intent. This study contributes to the existing literature by demonstrating the significance of Integrated Interactions in consumer behaviour and Customer Engagement, without the need for prior mediators. Furthermore, it provides valuable insights into omnichannel strategies in emerging markets.

Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2024
Editors	José Luís Reis, José Cascalho, Marc K. Peter, Luís Paulo Reis, Maria Teresa Tiago
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	505-519
Number of pages	15
ISBN (Print)	9789819630806
DOIs	https://doi.org/10.1007/978-981-96-3081-3_32
State	Published - 2025
Event	International Conference on Marketing and Technologies, ICMarkTech 2024 - Ponta Delgada, Portugal Duration: 5 Dec 2024 → 7 Dec 2024

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	439
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Marketing and Technologies, ICMarkTech 2024
Country/Territory	Portugal
City	Ponta Delgada
Period	5/12/24 → 7/12/24

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Channel integration
Customer engagement
Omnichannel
Patronage intention
Supermarkets

Access to Document

10.1007/978-981-96-3081-3_32

Cite this

Torres-Rodríguez, A., Chiroque-Alvites, L., & Mauricio-Andía, M. (2025). The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment. In J. L. Reis, J. Cascalho, M. K. Peter, L. P. Reis, & M. T. Tiago (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2024 (pp. 505-519). (Smart Innovation, Systems and Technologies; Vol. 439). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-96-3081-3_32

Torres-Rodríguez, Alessandra ; Chiroque-Alvites, Lucia ; Mauricio-Andía, Martín. / The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment. Marketing and Smart Technologies - Proceedings of ICMarkTech 2024. editor / José Luís Reis ; José Cascalho ; Marc K. Peter ; Luís Paulo Reis ; Maria Teresa Tiago. Springer Science and Business Media Deutschland GmbH, 2025. pp. 505-519 (Smart Innovation, Systems and Technologies).

@inproceedings{002cff99266e4380a3ee0ce62ed4310e,

title = "The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment",

abstract = "In the context of contemporary consumer behaviour, businesses face the necessity of adopting new sales strategies that encourage positive consumer responses. This study aims to evaluate the influence of Integrated Interactions on Customer Engagement and how it can foster purchase intent in supermarkets employing omnichannel strategies. Data were collected from 349 consumers who made both in-store and online purchases at supermarkets in the six months prior to the start of the fieldwork in Lima, Peru. The information was analysed using structural equation modelling with the PLS-SEM method, supported by the SmartPLS 4.0 software. The main findings indicate that Integrated Interactions positively influence both Customer Engagement and purchase intent. Additionally, there is a positive relationship between Customer Engagement and purchase intent. This study contributes to the existing literature by demonstrating the significance of Integrated Interactions in consumer behaviour and Customer Engagement, without the need for prior mediators. Furthermore, it provides valuable insights into omnichannel strategies in emerging markets.",

keywords = "Channel integration, Customer engagement, Omnichannel, Patronage intention, Supermarkets",

author = "Alessandra Torres-Rodr{\'i}guez and Lucia Chiroque-Alvites and Mart{\'i}n Mauricio-And{\'i}a",

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Torres-Rodríguez, A, Chiroque-Alvites, L & Mauricio-Andía, M 2025, The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment. in JL Reis, J Cascalho, MK Peter, LP Reis & MT Tiago (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2024. Smart Innovation, Systems and Technologies, vol. 439, Springer Science and Business Media Deutschland GmbH, pp. 505-519, International Conference on Marketing and Technologies, ICMarkTech 2024, Ponta Delgada, Portugal, 5/12/24. https://doi.org/10.1007/978-981-96-3081-3_32

The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment. / Torres-Rodríguez, Alessandra; Chiroque-Alvites, Lucia; Mauricio-Andía, Martín.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2024. ed. / José Luís Reis; José Cascalho; Marc K. Peter; Luís Paulo Reis; Maria Teresa Tiago. Springer Science and Business Media Deutschland GmbH, 2025. p. 505-519 (Smart Innovation, Systems and Technologies; Vol. 439).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment

AU - Torres-Rodríguez, Alessandra

AU - Chiroque-Alvites, Lucia

AU - Mauricio-Andía, Martín

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

PY - 2025

Y1 - 2025

N2 - In the context of contemporary consumer behaviour, businesses face the necessity of adopting new sales strategies that encourage positive consumer responses. This study aims to evaluate the influence of Integrated Interactions on Customer Engagement and how it can foster purchase intent in supermarkets employing omnichannel strategies. Data were collected from 349 consumers who made both in-store and online purchases at supermarkets in the six months prior to the start of the fieldwork in Lima, Peru. The information was analysed using structural equation modelling with the PLS-SEM method, supported by the SmartPLS 4.0 software. The main findings indicate that Integrated Interactions positively influence both Customer Engagement and purchase intent. Additionally, there is a positive relationship between Customer Engagement and purchase intent. This study contributes to the existing literature by demonstrating the significance of Integrated Interactions in consumer behaviour and Customer Engagement, without the need for prior mediators. Furthermore, it provides valuable insights into omnichannel strategies in emerging markets.

AB - In the context of contemporary consumer behaviour, businesses face the necessity of adopting new sales strategies that encourage positive consumer responses. This study aims to evaluate the influence of Integrated Interactions on Customer Engagement and how it can foster purchase intent in supermarkets employing omnichannel strategies. Data were collected from 349 consumers who made both in-store and online purchases at supermarkets in the six months prior to the start of the fieldwork in Lima, Peru. The information was analysed using structural equation modelling with the PLS-SEM method, supported by the SmartPLS 4.0 software. The main findings indicate that Integrated Interactions positively influence both Customer Engagement and purchase intent. Additionally, there is a positive relationship between Customer Engagement and purchase intent. This study contributes to the existing literature by demonstrating the significance of Integrated Interactions in consumer behaviour and Customer Engagement, without the need for prior mediators. Furthermore, it provides valuable insights into omnichannel strategies in emerging markets.

KW - Channel integration

KW - Customer engagement

KW - Omnichannel

KW - Patronage intention

KW - Supermarkets

UR - https://www.scopus.com/pages/publications/105007990486

U2 - 10.1007/978-981-96-3081-3_32

DO - 10.1007/978-981-96-3081-3_32

M3 - Contribución a la conferencia

AN - SCOPUS:105007990486

SN - 9789819630806

T3 - Smart Innovation, Systems and Technologies

SP - 505

EP - 519

BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2024

A2 - Reis, José Luís

A2 - Cascalho, José

A2 - Peter, Marc K.

A2 - Reis, Luís Paulo

A2 - Tiago, Maria Teresa

PB - Springer Science and Business Media Deutschland GmbH

T2 - International Conference on Marketing and Technologies, ICMarkTech 2024

Y2 - 5 December 2024 through 7 December 2024

ER -

Torres-Rodríguez A, Chiroque-Alvites L, Mauricio-Andía M. The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment. In Reis JL, Cascalho J, Peter MK, Reis LP, Tiago MT, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2024. Springer Science and Business Media Deutschland GmbH. 2025. p. 505-519. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-96-3081-3_32

The Impact of Channel Integration on Consumer Purchasing Behaviour Within an Omnichannel Supermarket Environment

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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