As omnichannel retailing is still in its infancy, a better understanding of the consumer journey within this context is needed. Utilizing the activity theory, we identified omnichannel platforms, platform synergies, and personalized incentives to influence consumers’ situational involvement for positive consumer experiences in omnichannel retailing. The research used 256 valid responses to reveal that the omnichannel platform, platform synergy, and personalized incentives positively affect situational involvement, which directly affects consumer experiences, and that situational involvement mediates the effects of these factors on consumer experiences. Our findings also empirically confirmed that motivation (personalized incentives) is a precursor to the activity theory.

由于全渠道零售仍处于起步阶段，因此需要在这种情况下更好地了解消费者的旅程。利用活动理论，我们确定了全渠道平台，平台协同作用和个性化激励措施，以影响消费者的情境参与，从而在全渠道零售中获得积极的消费者体验。该研究使用256个有效响应来表明，全渠道平台，平台协同作用和个性化激励措施积极地影响了情境参与，这直接影响了消费者的体验，而情境介入又调解了这些因素对消费者体验的影响。我们的发现还凭经验证实动机（个性化动机）是活动理论的先驱。