Integrated Retail Channel Dynamics and In-House Brand Uptake: A Cross-Contextual Conceptual Model Examining Consumer Trust and Ease of Access

The paper develops a conceptualized multi context in which the purchase intention vis-a-vis In-House brands through trust and perceived convenience is illustrated considering channel integration, perceived quality as well as perceived risk.Complementary psychological processes of omnichannel consumer behavior have been incorporated in the framework based on S-O-R theory (Mehrabian and Russell, 1974), Commitment-Trust Theory (Morgan and Hunt, 1994), TAM (Davis, 1989) and Perceived Risk Theory (Bauer, 1960). Perceived convenience and trust play an important role in reducing relational risk and reducing the mental processing required for consumers to complete the purchase process. The online to offline divide is a theoretically distinct concept and recognising this enhances the conceptual relevance and rigour of the proposed framework. To address the gap created by digital transformation in these two environments, retailers need to build consumer trust and prioritise convenience in their business strategy. In doing this, a greater insight into the psychological factors in play will continue to be critical in facilitating the advancement and evolution of the omnichannel retail environment.

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