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By employing a polynomial regression, this study disentangles the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. The results indicate that enhancing channel consistency and seamlessness simultaneously can improve the omnichannel customer experience. The combined effect of a high (low) level of channel consistency and a low (high) level of channel seamlessness on the omnichannel customer experience is also positive. Data vulnerability can strengthen the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. This study not only uncovers the complex influences of different combinations of channel consistency and seamlessness but also provides new insights into conducting omnichannel retail for practitioners.<\/jats:p>","DOI":"10.3390\/jtaer19010013","type":"journal-article","created":{"date-parts":[[2024,1,31]],"date-time":"2024-01-31T10:44:24Z","timestamp":1706697864000},"page":"232-248","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":8,"title":["Demystifying the Combined Effect of Consistency and Seamlessness on the Omnichannel Customer Experience: A Polynomial Regression Analysis"],"prefix":"10.3390","volume":"19","author":[{"given":"Wei","family":"Gao","sequence":"first","affiliation":[{"name":"College of Economics and Management, Southwest University, Chongqing 400715, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5429-6490","authenticated-orcid":false,"given":"Ning","family":"Jiang","sequence":"additional","affiliation":[{"name":"Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200240, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2024,1,29]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1126","DOI":"10.1108\/ITP-01-2021-0063","article-title":"A binding tie: Why do customers stick to omnichannel retailers?","volume":"36","author":"Lin","year":"2023","journal-title":"Inf. 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