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

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.