Measurement scales
| OCE | Do you have experience making a purchase decision using a combination of online and offline communication channels (e.g. searching online and then buying from an offline store or searching from an offline store and then buying online)? Answer: Yes/No |
| Omnichannel IMC | |
| IMC consistency (Butkouskaya et al., 2020; Shi et al., 2020) | |
| IMC1 | Company's communication message keeps consistent in all the visual components (e.g. logo/trademark, advertisement design, web page style, etc.) to maintain how receivers perceive them |
| IMC2 | Company's communication message maintains consistency in all the linguistic components (e.g. slogan, promo texts, brochures, etc.) to maintain how receivers perceive them |
| IMC3 | Company's communication messages through all media channels (both online and online) are coordinated carefully to maintain how receivers perceive them |
| IMC4 | Descriptions of products are integrated across different channels |
| IMC5 | The information about products is integrated across different channels (both online and offline) |
| IMC6 | The launch of new products is synchronous across different channels (both online and offline) |
| IMC7 | The information about services is integrated across different channels (both online and offline) |
| IMC interactivity (Porcu et al., 2017) | |
| IMC9 | The company promotes the creation of special programs to facilitate my inquiries and complaints about the company's products and service |
| IMC10 | High availability of fast and customer-friendly responses to questions and complaints to clarify the confusion with the communication message perceived by receivers |
| IMC11 | Company's communication messages keep consistent between product and service messages, deriving from the experience of dealing with the organization, its staff, agents and products |
| IMC12 | I perceive that the communications with the company are reciprocal and facilitate establishing a trust-based and ongoing dialogue |
| IMC connectivity (Shi et al., 2020) | |
| IMC13 | I can check inventory status across different channels |
| IMC14 | I can query commodities information across different channels |
| IMC15 | I can check offline inventory through different online channels |
| Product satisfaction (Butkouskaya et al., 2020) | |
| PS1 | My decision to purchase a product/service from (Brand) was a wise one |
| PS2 | I feel good about my decision to purchase (Brand’s) product |
| PS3 | I am pleased that I purchased the product from the (Brand) |
| PS4 | If someone asks me, I will positively respond about the (Brand) |
| Retail service satisfaction (Sorkun et al., 2020) | |
| SR1 | My feelings towards the retailer are very positive |
| SR2 | I feel good about choosing this retailer for the offerings I am looking for |
| SR3 | Overall, I am satisfied with this retailer and the service it provides |
| SR4 | I feel satisfied that this retailer produces the best results that can be achieved for me |
| OCE | Do you have experience making a purchase decision using a combination of online and offline communication channels (e.g. searching online and then buying from an offline store or searching from an offline store and then buying online)? |
| IMC1 | Company's communication message keeps consistent in all the visual components (e.g. logo/trademark, advertisement design, web page style, etc.) to maintain how receivers perceive them |
| IMC2 | Company's communication message maintains consistency in all the linguistic components (e.g. slogan, promo texts, brochures, etc.) to maintain how receivers perceive them |
| IMC3 | Company's communication messages through all media channels (both online and online) are coordinated carefully to maintain how receivers perceive them |
| IMC4 | Descriptions of products are integrated across different channels |
| IMC5 | The information about products is integrated across different channels (both online and offline) |
| IMC6 | The launch of new products is synchronous across different channels (both online and offline) |
| IMC7 | The information about services is integrated across different channels (both online and offline) |
| IMC9 | The company promotes the creation of special programs to facilitate my inquiries and complaints about the company's products and service |
| IMC10 | High availability of fast and customer-friendly responses to questions and complaints to clarify the confusion with the communication message perceived by receivers |
| IMC11 | Company's communication messages keep consistent between product and service messages, deriving from the experience of dealing with the organization, its staff, agents and products |
| IMC12 | I perceive that the communications with the company are reciprocal and facilitate establishing a trust-based and ongoing dialogue |
| IMC13 | I can check inventory status across different channels |
| IMC14 | I can query commodities information across different channels |
| IMC15 | I can check offline inventory through different online channels |
| PS1 | My decision to purchase a product/service from (Brand) was a wise one |
| PS2 | I feel good about my decision to purchase (Brand’s) product |
| PS3 | I am pleased that I purchased the product from the (Brand) |
| PS4 | If someone asks me, I will positively respond about the (Brand) |
| SR1 | My feelings towards the retailer are very positive |
| SR2 | I feel good about choosing this retailer for the offerings I am looking for |
| SR3 | Overall, I am satisfied with this retailer and the service it provides |
| SR4 | I feel satisfied that this retailer produces the best results that can be achieved for me |
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