Consumers’ Perceived Value and Word of Mouth in Omnichannel Marketing: The Mediating Role of Flow Experience

Abstract

The era of omnichannel retail has arrived, and it is breaking the boundaries between online and offline channels to provide seamless shopping experiences. To stay competitive, enterprises are increasingly adopting omnichannel strategies, making consumer research especially crucial. Perceived value, as the basis for understanding consumer behavior, is vital for decision-making and gaining competitive advantage. Yet, how consumers assess shopping value and how its dimensions affect word-of-mouth remain underexplored. This study examines Generation Z consumers in Henan Province’s apparel industry through a quantitative approach, analyzing the relationship between perceived value and word-of-mouth in omnichannel contexts, with flow experience as a mediator. Results show that utilitarian, hedonic, and social values significantly influence word-of-mouth, and flow experience mediates these effects. The study recommends that enterprises should refine the management of each dimension of perceived value and strive to enhance consumers’ overall perceived value. At the same time, creating flow experience should be regarded as a key objective in omnichannel service design, guiding its transformation into positive word-of-mouth behaviors and thereby supporting the sustainable development of enterprises.