Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Building on the service dominant logic, this study explores effect of online and offline channel interactivity consumers’ value co-creation behavior (VCB), mediating brand involvement, moderating cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between VCB was positive partially mediated by involvement. interaction (ONI) (OFI) had a negative involvement when CCC low but non-significant high. These findings enrich theoretical understanding provide insights into management.