Purpose This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust,...

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel...