As contemporary retail environments continue to evolve beyond the constraints of single channel operations, businesses are increasingly adopting omnichannel strategies that seamlessly integrate digital platforms such as social media and online marketplaces with traditional brick-and-mortar stores. This integrated approach aims to create a cohesive and consistent customer journey, enabling consumers to interact with brands across multiple touchpoints with minimal friction. However, despite the growing prevalence of omnichannel retailing, the underlying mechanisms through which such integration shapes customer behavior, influences purchase intentions, and enhances overall satisfaction remain insufficiently explored.

Addressing this gap, the present study investigates the behavioral and experiential outcomes associated with omnichannel retail integration. Specifically, it seeks to identify the key determinants that drive consumers to adopt multi-channel shopping practices and to examine how such adoption translates into enriched customer experiences. Grounded in an integrated theoretical framework combining the Stimulus-Organism-Response (S-O-R) model with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the study employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to empirically test a conceptual model using data collected from 506 validated respondents. Data was gathered through a combination of online and offline survey methods, with systematic sampling ensuring that all participants qualified as omnichannel shoppers’ individuals actively engaging with multiple channels throughout their purchase journey.

The empirical findings reveal four critical drivers influencing omnichannel adoption: perceived value, social influence, perceived risk, and Artificial intelligence enabled service quality. Each of these factors exerts a distinct and significant impact on consumers' willingness to engage across multiple retail channels. Perceived value enhances adoption by emphasizing convenience, personalization, and efficiency, while social influence underscores the role of peer recommendations and digital communities in shaping consumer decisions. AI-enabled service quality operationalized through chatbot responsiveness, personalization accuracy, and 24/7 availability emerges as a significant contemporary driver. Conversely, perceived risk introduces hesitation, particularly in contexts involving data security, product authenticity, and transaction reliability.

Furthermore, the study finds that omnichannel integration plays a significant mediating role between these antecedents and consumers' usage intentions. This highlights the importance of seamless channel coordination including human-AI service handoffs in translating consumer perceptions into actionable behavior. However, the relationship between omnichannel strategies and overall customer experience is found to be only partially mediated, suggesting that additional factors such as AI interaction quality, technological infrastructure, personalization capabilities, and post-purchase support may further influence customer satisfaction outcomes. Future research may explore additional moderating and mediating variables, including customer demographics, technological readiness, AI anxiety, and cultural factors, to develop a more comprehensive understanding of omnichannel retail effectiveness in the age of conversational commerce...