Impact of online and offline store environment on omniline trust in omni-Channel buying of young indian consumers: A conceptual framework

This research paper focuses (in the omni-channel buying context), on how omniline trust is impacted by online and offline store environment.Past researchers did not focus on impact of online and offline store environment on omniline trust due to their separated focus on online and offline trust as variables/constructs. Findings of this research paper addressed this gap by identifying the omniline trust as new and holistic dimension of trust, followed by investigating significant impact of online and offline store environment on it, in the context of omnichannel buying. This study adds significantly to the much needed, unexplored and amalgamated dimension of online and offline trust i.e. omniline trust. EFA method was used to find the factors online store environment, offline store environment and omniline trust. The impact of online and offline store environment on omniline trust was established by structural equation modelling in the context of omni-channel buying of consumers.