Is in-store mobile usage a toxic to customer purchase? A multigroup analysis of customer type

When shopping in an omnichannel brand's physical store, customers increasingly use their mobile devices to search the brand's online store and its competitors' online stores. Such in-store mobile usage (IMU) makes omnichannel brands strive to retain these mobile customers' purchase decisions. Existing research has presented inconclusive findings regarding IMU and customer purchase, which calls for further studies. In response to the practical and academic call, this study draws upon appraisal theory to reveal how IMU affects customer purchase through the appraisal-emotion-behavior process within the omnichannel brand. This study further explores whether the IMU's effect differs in terms of customer type. A field survey of 295 omnichannel customers was used to examine the research model. Results showed that perceived preference fit, perceived enjoyment, and perceived inspiration mediate the effect of IMU on customer purchase. Moreover, the positive effect of IMU on perceived preference fit is stronger in the competitive customer type than in the loyal customer type. This study theoretically and practically advances our understanding of customer decision-making in omnichannel shopping.