Volume 31, Number 2, 2026

Omnichannel Customer Experience in Fast Fashion: Effects on Purchase Intention and Citizenship Behavior

Kuan-Ying Lee ^a, Wen-Goang Yang ^b, Nguyen Thi Thuy-Loan ^c,*, Chia Ling Wu ^d
a Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan
wayne@cyut.edu.tw
^b Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan
kylee@cyut.edu.tw
^c Department of Business Administration, Chaoyang University of Technology, Taiwan
nguyenthuyloan2409@gmail.com
^d Procurement Division, Kuang Tien General Hospital, Taiwan
kartal10134042@gmail.com

ABSTRACT

This study examines how customer experience quality (CEQ) is built and transferred across the online and offline channels of omnichannel retailing. Using an extended Stimulus-Organism-Response framework, it tests whether each channel follows a distinct experiential logic rather than a single spillover process. Survey data from 488 omnichannel UNIQLO consumers in Taiwan were analyzed with structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The two channels operate under different cue logics, and CEQ converts into purchase intention only within the channel that produced it; yet CEQ in either channel fosters customer citizenship behavior toward the brand as a whole, and price promotion shapes purchase through experience rather than surrounding it. Notably, offline experience requires combinations of cues, whereas online price promotion can suffice alone. In this fast-fashion context, the two channels function independently in converting experience into purchase intention; a good experience raises the intention to buy in that same channel only. However, the positive relationship and loyalty built in either channel benefit the brand as a whole.

JEL Classifications: M30, M31, L11
 

Keywords: omnichannel retailing; customer experience quality; purchase intention; customer citizenship behavior; price promotion; fast fashion; fsQCA

Cite this article: 

Lee, K.-Y., Yang, W.-G., Nguyen, T. T.-L., & Wu, C. L., 2026, “Omnichannel Customer Experience in Fast Fashion: Effects on Purchase Intention and Citizenship Behavior,” International Journal of Business, 31(2), 001. https://doi.org/10.55802/IJB.031(2).001