The impact of omnichannel dimensions on purchase intention through consumer benefits: A Peruvian approach

Omnichannel strategies continue to play a fundamental role in the evolution of consumer behavior in Peru. In response, retailers are integrating physical and digital spaces by implementing omnichannel strategies. However, the specific impact of omnichannel experiences on consumer behaviour remains uncertain, particularly regarding perceived benefits and purchase intention. This study aims to demonstrate the relationship between the omnichannel experience and the benefits perceived by consumers, as well as their influence on purchase intention. The hypotheses were tested using structural equation modeling with the partial least squares (PLS-SEM) technique. Data were collected through an online survey of 420 Peruvian consumers with experience in omnichannel shopping. The main findings confirm that the omnichannel experience influences perceived convenience and variety and, to a lesser extent, purchase intention. Furthermore, the results demonstrate that perceived variety affects purchase intention, whereas perceived convenience is less decisive in this regard. Mediation analysis further confirms that perceived variety has a positive and significant mediating effect, suggesting that an improved omnichannel experience influences purchase intention through a greater perception of variety. This research provides both theoretical and practical contributions to the study of omnichannel consumer behavior in emerging markets, offering strategic insights for retailers seeking to optimize the customer experience and drive purchase conversion through a more attractive and diversified offering.