Unlocking customer actual behavior: exploring omnichannel dimensions with brand perceived value

Abstract
In the new digital era, most omnichannel apparel brands gain profit driven by customer purchasing behavior. The purpose of this research is to examine the actual behavior of customer by investigating the impact of omnichannel dimensions on customer purchase intentions in the competitive retailing environment. A self-administrated cross-sectional survey questionnaire was developed to collect data from 300 omnichannel apparel customers from city of Faisalabad in Pakistan. The Partial least Squares-Structural Equation Modeling (PLS-SEM) was used to analyze research data with SmartPLS software v.4. The result shows that omnichannel seamless experiences (OSEs) and security and privacy (SP) have significant effect on purchase intentions. The research findings reveal that personalization (PER) and social communication (SC) has insignificant effect on purchase intentions (PIs). This study analysis confirms the significant influence of customer purchase intentions on actual behavior for omnichannel purchasing. The managerial recommendations for brands/Omni-retailers attentively improve customer purchasing behaviors and suggesting to prioritize these omnichannel retailing dimensions. The research recommends apparel brands to continuously improve their social communication strategies and offer their customers relevant personalized services. The novelty of this research provides the holistic view about how omnichannel dimensions influence on customer purchase intentions. Theoretically, this research expands the Theory of planned behavior (TPB) by incorporating omnichannel dimensions into the Customer Value Theory (CVT), revealing that omnichannel seamless experiences and security/privacy impact actual behavior through purchase intentions, whereas brand perceived value (BPV) reinforces the relationship between purchase intentions and actual behavior. Practically, the results imply that apparel retailers are urged to focus on value-driven integration based on the omnichannel and effective data security rather than engagement-based social communication as the means of successfully translating the intention into long-term purchases.