How does personalization shape consumer buying behavior in omnichannel retail? Untangling the effects through the TRAM model

The developments in technology-mediated channels serve personalization as a critical component to marketing communications strategies. However, the influence of proactive psychological traits through which personalization can translate into customer engagement in omnichannel retail touchpoints remains unclear. The present study offers and empirically tests the integrative conceptual framework of cognitive and proactive psychological traits grounded on technology readiness and acceptance model (TRAM) to assess the impact of personalization on customer engagement by including key mediating constructs. The study incorporated structural equation modelling (SEM) through a survey of 409 customers from India. The study evaluates both direct and indirect relationships that reveal a significant impact of personalization on customer engagement through the mediating constructs in the omnichannel retail. The study contributes and advances the literature by framing personalization as a pertinent communication stimulus that serves as the groundwork for future academic and managerial platforms.