Investigating perceived integrated interaction on e-commerce: How omnichannel experiences drive flow, anticipatory value, trust, and positive WOM

Drawing from social exchange theory and flow theory, we investigate the antecedents of consumer trust in the context of multi-channel retailing. This study examines the impact of channelintegrated interaction, flow experience, and anticipatory value-inuse on positive word-of-mouth and trust. This study adopts a survey research design, administering questionnaires via WhatsApp groups and Facebook. A total of 305 respondents completed the questionnaire and resulting 207 processable responses. Structural equation modelling was performed to test the hypothesized model. We report the significant contribution of flow experience and anticipatory value-in-use as a psychological mechanism that create the consumer trust and positive WOM in the context of online shopping. The influence of integrated interaction and flow experience on consumer trust mediated by anticipatory value, furthermore consumer trust mediates the effect of anticipatory value-inuse on positive WOM. The findings significantly contribute to the multi-channel literature and flow theory by demonstrating the critical role of flow experiences and anticipatory value in determining consumer trust and positive WOM.