Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention

Purpose This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases. Design/methodology/approach A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling. Findings The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases. Practical implications The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value. Originality/value This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.