Leveraging Online Omnichannel Commerce to Enhance Consumer Engagement in the Digital Transformation Era

Abstract

This study investigates what drives consumer engagement in online-only omnichannel commerce, a topic often overlooked in favor of online-offline channel integration. Using both Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), it examines the role of key factors like information needs, shopping convenience, shopping innovation, channel integration quality, and integrated channel usability. The findings reveal that while each factor contributes to engagement, a combination of these elements is essential for achieving optimal results. This research advances understanding by applying a service-dominant logic framework to purely digital omnichannel contexts, offering practical insights for businesses aiming to enhance consumer engagement in online environments.