The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective

Zhihui Yang, a Ph.D. candidate at the School of Business, Central South University, and a teacher at the School of Information Technology and Management, Hunan University of Finance and Economics, brings a wealth of knowledge and experience to her research. Her main research interests are e-commerce and omnichannel consumer behaviour. She has published numerous papers in well-known journals such as System Engineering -Theory & Practice, the Chinese Journal of Management Science and the International Journal of Retail & Distribution Management. She has also been a critical contributor to several major projects of the National Natural Science Foundation of China.

Dongbin Hu is a professor at the Business School of Central South University. His research interests include enterprise intelligent operation, e-commerce, and decision theory and methods. He mainly undertakes and participates in many national projects, such as the National Natural Science Foundation of China (NSFC) Major Project and NSFC Basic Science Center. He was awarded the second prize in National Science and Technology Progress.

Xiaohong Chen, an Academician of the Chinese Academy of Engineering, Director of Xiangjiang Laboratory, Secretary of the Party Committee of Hunan University of Commerce and Industry, and Honorary Dean of the School of Business of Central South University, is a highly respected figure in the field. Her research interests focus on digital economy and technology, data intelligence and intelligent society. She has an impressive publication record, with more than 400 high-level papers, including more than 70 highly cited papers in the top 1% of ESI, and an H-index of 98. She has been recognised as one of the “Global Highly Cited Scientists” and “Global Top 2% Top Scientists” for many years, further attesting to her expertise.