Omnichannel Integration Quality, Perceived Value, and Brand Loyalty in the Consumer Electronics Market: The Mediating Effect of Consumer Personality

Multiple channel system has emerged as a strong tool for competitiveness. The purpose of this study is to investigate impact of omnichannel integration quality on brand loyalty and perceived value through consumer personality in the consumer electronics market. Quantitative research method and a Web-based questionnaire survey were used. The sample size was 500 retail customers of consumer electronics products. EFA and SEM were used for the statistical analysis of the data using AMOS. Three of the hypotheses, integration quality and consumer personality, consumer personality and brand loyalty, consumer perceived value and brand loyalty, are strongly supported and established strong links in the studied constructs. In addition, all the model fit indices were strong. This study is unique since it assesses the role of consumer personality through the theory of Big Five in achieving brand loyalty in the omnichannel integration quality context.