By Francisco Jesús Guzmán Martínez
Have you ever entered a brand’s physical store, tried a product, but ended up buying it online? Or the other way around: discovered something on social media and then went to the mall to check it out?
This back-and-forth between physical stores, digital platforms, apps, call centers, and social media is known as an omnichannel experience, and it can be the difference between trusting a brand and leaving it abandoned in your shopping cart.
The study “From Trust to Purchase: Omnichannel Experience, Brand Trust, and Purchase Intention” examines how omnichannel experiences shape brand credibility and, ultimately, influence our purchase intentions.
In today’s world, purchasing decisions are no longer linear: you research on Instagram, compare prices on Amazon, check the product in-store, and then buy it from your phone. This pattern, known as webrooming or showrooming, requires brands to stop thinking in separate channels and start designing emotionally connected experiences.
It’s not just about convenience. The study shows that when a brand’s channels are aligned, customer trust increases—and with it, their willingness to make a purchase.
What is an Omnichannel Experience?
It’s about being everywhere and making sure all channels work together like a well-tuned orchestra. Omnichannel experiences aim to eliminate breaks when moving from store to website, from Instagram to WhatsApp, or from email to app.
When executed well, this experience builds consumer trust—the invisible ingredient that makes someone say, “Yes, I’ll give this brand my credit card.”
The study found that a smooth omnichannel experience boosts cognitive trust (what we think about the brand: “it delivers on its promises”) and affective trust (“I like it, it makes me feel good”). Both types of trust directly enhance purchase intention.
In other words, omnichannel experiences smooth the path and make consumers feel more confident and emotionally connected to the brand—pure gold for brands aiming for loyalty and sustained sales.
Another key finding: the way omnichannel experiences build trust differs between men and women. For women, emotional trust (feelings of liking, closeness, or empathy toward the brand) carries more weight in purchase decisions. Men, in contrast, tend to rely more on rational trust, the type that says, “This brand delivers on its promises.”
This reminds us that there’s no single path to trust, and omnichannel design must also consider differences in how audiences build relationships with brands.
Brand Decisions
Next time you make a purchase, ask yourself: Did I trust this brand because it answered a question in chat? Because the experience flowed seamlessly between web and store? Or because it made me feel good throughout the process? If the answer is yes to any of these, you’re seeing the power of a well-executed omnichannel strategy.
Recommendations for brands:
- Consistency in messaging and service: What’s promised on social media should match the in-store and customer service experience.
- User-centered design: Understand how consumers move between channels to eliminate friction.
- Invest in trust: It’s not a “soft skill”—it’s a measurable strategic asset that predicts sales.
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Reference
Guzmán Martínez, F. J., Castro Calvo, A. V., & González Salgado, L. M. (2025). From trust to purchase: Omnichannel experience, brand trust, and purchase intention. Investigación Administrativa, 54(135), 1–24.
Autor
Francisco Jesús Guzmán Martínez. PhD in Administrative Sciences. He is a full-time professor in the Department of Marketing and Analytics at Tec de Monterrey, Guadalajara campus, where he teaches marketing, retail strategies, digital marketing, and consumer behavior. He also researches pricing strategies, omnichannel retail, and business intelligence.
