Title: Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment

Authors: Rachit Shrivastava; Sujit Kumar Dubey

Addresses: Institute of Management Studies, Banaras Hindu University, Varanasi, India ' Institute of Management Studies, Banaras Hindu University, Varanasi, India

Abstract: Personalisation is readily approaching the marketing domain through the fast-paced advancement of Big data analytics, the internet of things (IoT), artificial intelligence (AI), and machine learning (ML). The growing body of literature on the subject has examined the context of personalisation in online or offline retailing. Therefore, the present research work pressed the need to study it on both online and offline retailing channels, i.e., an omnichannel form of retailing. The study's objective is to check the impact of personalisation on the customer's purchase intention in the omnichannel retail setting. Moreover, the study inscribes hedonic motivation and brand attachment as the mediating constructs in the proposed conceptual model. The study conducted an empirical analysis with 409 customers in a major metropolitan city in India and used PLS.SEM technique to analyse the data. The finding of the study concluded with the positive impact of personalisation on the customer's purchase intention. The present study proposed the future scope of the subject by suggesting the need to study personalisation on the specific touchpoints of omnichannel retailing in different geographical locations.

Keywords: personalisation; omnichannel retailing; consumer buying behaviour; integrated marketing communication; IMCs; personalised marketing; customer relationship management; CRM; smart retailing; recommender system; brand attachment; hedonic motivation.

DOI: 10.1504/IJEMR.2026.150310

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.1, pp.39 - 55

Received: 17 Apr 2023
Accepted: 28 Jun 2023
Published online: 09 Dec 2025 *

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