Purpose

The transition from multichannel to omnichannel retailing requires a better conceptualisation, especially for customer experience in smart shopping malls. Therefore, this study aims to propose a theoretical model that captures customers’ omnichannel experiences in smart shopping malls in terms of personal interaction, physical environment and virtual environment encounters. It examines the mediating role of flow experience on the relationship between the three types of encounters and customers’ intention to revisit smart shopping malls.

Design/methodology/approach

The study draws on four key theories: the service encounter model, trust-commitment theory, flow theory and experiential value theory. A total of 553 completed questionnaires were collected from customers (millennials) in the United Kingdom (UK). The data was analysed using partial least squares-structural equation modelling.

Findings

The findings show that physical environment encounters and personal interaction encounters play a significant role in customers’ omnichannel experiences in smart malls. Also, of significance are the following aspects of virtual environment encounters: interface design, personalisation, trust, privacy, consumer–peer interaction and relationship commitment. The findings highlight the significant mediating role of flow on the relationships between these three types of encounters and intention, and the effect of flow on omnichannel service usage in smart shopping malls.

Originality/value

The research contributes to the existing literature by proposing a conceptual model: the smart shopping mall omnichannel customer experience (SSMCE) model. The findings offer practical guidance to shopping malls and retailers who wish to enhance the customer omnichannel experience.

中文翻译：

---

顺其自然：智能购物中心和全渠道零售

目的

从多渠道到全渠道零售的转变需要更好的概念化，尤其是在智能购物中心的客户体验方面。因此，本研究旨在提出一个理论模型，从个人交互、物理环境和虚拟环境遭遇方面捕捉客户在智能购物中心的全渠道体验。它考察了人流体验在三种相遇类型与顾客重访智能购物中心意图之间的关系中的中介作用。

设计/方法/方法

该研究借鉴了四个关键理论：服务遭遇模型、信任承诺理论、流动理论和体验价值理论。总共从英国 (UK) 的客户（千禧一代）中收集了 553 份已完成的问卷。使用偏最小二乘结构方程模型分析数据。

发现

研究结果表明，物理环境遭遇和个人互动遭遇在客户在智能商场的全渠道体验中发挥着重要作用。此外，虚拟环境遭遇的以下方面也很重要：界面设计、个性化、信任、隐私、消费者与同伴的互动和关系承诺。研究结果强调了流量在这三种类型的相遇和意图之间的关系中的重要中介作用，以及流量对智能购物中心全渠道服务使用的影响。

原创性/价值

该研究通过提出一个概念模型对现有文献做出贡献：智能购物中心全渠道客户体验 (SSMCE) 模型。调查结果为希望增强客户全渠道体验的购物中心和零售商提供了实用指导。