How omnichannel integration promotes customer word-of-mouth behaviors: the mediating roles of perceived personal preference fit and perceived social relatedness

Purpose: This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing. Design/methodology/approach: Guided by prior omnichannel retailing studies, the authors identify taxonomy of customer WOM behaviors with three archetypes, namely, face-to-face WOM, online store WOM, and social media WOM. Then, the authors draw on social exchange theory (SET) to explain how omnichannel integration influences customer WOM behaviors through the mediating roles of perceived personal preference fit and perceived social relatedness. The authors empirically tested the model using structural equation modeling and multiple mediation analysis with a field survey of 335 omnichannel customers. Findings: Perceived personal preference fit positively influences face-to-face WOM and social media WOM, whereas perceived social relatedness is positively associated with face-to-face WOM, online store WOM, and social media WOM. Furthermore, transactional integration and relational integration positively affect perceived personal preference fit, whereas relational integration has a positive effect on perceived social relatedness. Finally, perceived personal preference fit mediates the effects of transactional integration and relational integration on face-to-face WOM and social media WOM. Perceived social relatedness mediates the effects of relational integration on face-to-face WOM, online store WOM, and social media WOM. Originality/value: The authors' study advances the omnichannel retailing literature by proposing a taxonomy of customer WOM behaviors in omnichannel retailing and identifying the mediating mechanisms through which omnichannel integration influences customer WOM behaviors.