Omnichannel Retail and Consumer Switching Behavior: A Cross‑National Analysis of Perceived Value and Purchase Intent in Fast‑Moving Consumer Goods

Abstract

The rapid proliferation of omnichannel retail strategies has transformed consumer purchasing patterns, particularly in the fast-moving consumer goods (FMCG) sector, where low margins and high repurchase rates demand seamless integration of physical and digital touchpoints. This study investigates how perceived value dimensions—utilitarian, hedonic, social, and epistemic—influence consumer switching behavior across channels and how purchase intent mediates this relationship. Using a cross‑national survey of 1,200 omnichannel consumers from Germany, the United States, and South Korea, we employ structural equation modeling to test a conceptual framework. Results indicate that utilitarian and hedonic values are the strongest predictors of switching behavior, but their effects vary significantly by national context. Purchase intent partially mediates the perceived value–switching relationship. Contrary to expectations, social value negatively moderates switching in collectivist cultures. We discuss implications for retailers seeking to harmonize channel strategies globally and for policymakers concerned with market competition and consumer welfare.