The impact of omnichannel marketing on consumer behavior in crisis conditions: evidence from Ukraine

Abstract

This study examines the impact of perceived omnichannel integration quality on consumer purchase intention under crisis conditions using the example of Ukraine. The relevance of the research is determined by the growing importance of seamless integration between physical and digital retail channels in conditions of economic instability, uncertainty and changing consumer behaviour. The study aims to identify how omnichannel integration quality influences consumer purchase intention through omnichannel customer experience and trust, as well as to determine the moderating role of perceived crisis uncertainty. The research is based on a quantitative approach using a cross-sectional online survey of Ukrainian consumers who interacted with retailers through multiple channels within the previous six months. The collected data were analysed using confirmatory factor analysis and covariance-based structural equation modelling. The findings demonstrate that perceived omnichannel integration quality positively affects omnichannel customer experience and consumer trust, which in turn increase purchase intention. The results also confirm that trust becomes more influential under conditions of heightened uncertainty, indicating that integrated omnichannel systems function as an important reliability signal in turbulent environments. The study shows that consumers are more likely to maintain positive behavioural intentions toward retailers that provide consistent information, coordinated services and secure interactions across channels. The obtained results contribute to a better understanding of consumer behaviour in crisis conditions and expand the theoretical interpretation of omnichannel marketing in high-risk environments. The practical value of the study lies in the development of recommendations for retailers regarding the improvement of channel integration, customer experience management and trust-building strategies aimed at supporting consumer decision-making and strengthening long-term customer relationships during periods of instability.