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Empirical data were collected from 390 multichannel shoppers and structured equation modeling was used to test the research hypotheses.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Among the four multichannel integration quality dimensions, transparency of service configuration, process consistency and business ties positively affect online purchase intention through online perceived value, whereas the effects of information consistency are not significant; process consistency exerts a stronger influence on online perceived value than business ties; the effect of online convenience on online purchase intention is weaker than that of online monetary savings and online hedonic value.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>The study identifies the theoretical principles of the relationships among multichannel integration quality, online perceived value and online perceived value in multichannel context. Based on these theoretical principles, this study will help researchers to better understand consumers\u2019 online purchase intention and the creation of online perceived value in the integrated multichannel context.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The findings of this study can provide retailers with useful strategies to increase online purchase intention depending on improvement of multichannel integration quality and online perceived value.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study provides a first study to empirically assess various types of online perceived value attached to multidimensional properties of multichannel integration quality and the corresponding effects on online purchase intention. 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