Merchandising/Marketing/Retailing: Management

Enhancing Omnichannel Shopping Well-being through Human-Machine Interaction: A Self-Determination Theory Perspective

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Abstract

With rapid advances in digital technology, omnichannel retailers increasingly rely on diverse human–machine interactive (HMI) touchpoints to create seamless shopping experiences. Drawing on Self-Determination Theory, this study examines how perceived HMI components influence customers’ autonomy, competence, relatedness, and ultimately their omnichannel shopping well-being. Using an online U.S. survey (N = 487) and PLS-SEM, results show that perceived connectivity, personalization, controllability, responsiveness, and fluency significantly enhance autonomy; connectivity, personalization, responsiveness, and fluency strengthen competence; and connectivity and personalization foster relatedness. These findings demonstrate that specific HMI features contribute differently to psychological need fulfillment, offering actionable guidance for omnichannel fashion retailers to optimize interactive technologies not only for efficiency but also for customer well-being.

Keywords: Omnichannel Retailing, Shopping Well-being, Human-Machine Interaction, Self-Determination Theory

How to Cite:

Li, M., Kang, Y. & Lee, M., (2025) “Enhancing Omnichannel Shopping Well-being through Human-Machine Interaction: A Self-Determination Theory Perspective”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21472