OMNI AND MULTI-CHANNEL: RELATIONSHIP WITH UTILITARIAN/HEDONIC BENEFITS, SHOPPING VALUE AND CHANNEL PATRONAGE

This study makes an attempt to examine channel patronage, a narrow research gap from literature in the omni and multichannel concept, additionally it has taken up shopping value, utilitarian hedonic benefits . It examined characteristics relationship of multi-channel. observed whether channels deliver value customers. found is created have significant with benefits. Ultimately this fills by throwing light on why customers show patronage for retail does effect it. Reflective first second order model was used. Both EFA CFA were performed. Average variance extracted, composite reliability, Cronbach’s alpha, cross loadings Fornell Lacker’s values used assess convergent discriminant validity measurement model. Path coefficient structural Validation done using R 2 , f Q that respondents opine different better than Utilitarian both, but are Independently, customer hedonic; multi-channels; they utilitarian; Customer multi-channel when moderated later. Keywords: Omni Channel, Multi-Channel, Utilitarian, Hedonic, Shopping Value, Retail Channel Patronage. JEL Classifications: M31, M39 DOI: https://doi.org/10.32479/irmm.11215