Omni-channel shopping experiences – to share or not to share?
AbstractThis study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and experience...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2330664 |
| _version_ | 1797248622838939648 |
|---|---|
| author | Melanie Wiese |
| author_facet | Melanie Wiese |
| author_sort | Melanie Wiese |
| collection | DOAJ |
| description | AbstractThis study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and experience-sharing behaviour and on the moderating role of social media attractiveness. An online self-administered questionnaire resulted in 433 responses from South African shoppers. The hypotheses were tested using structural equation modelling and a multi-group CFA approach. Interestingly, information visibility was the strongest predictor of satisfaction. Furthermore, convenience of sharing was confirmed as a mediator, while social media attractiveness acted as moderator in the relationship between satisfaction and experience sharing. The research contributes to the fast-growing trend of omni-channel retailing, especially from a consumer perspective. While research typically focuses on consumption-sharing behaviour, this study adopted a dual-sharing perspective by investigating not only customer influence as a type of consumption behaviour sharing, but also experience sharing behaviour. The applicability of an extended S-O-R framework is confirmed in an emerging market context while providing practical insights for retailers. |
| first_indexed | 2024-04-24T20:17:31Z |
| format | Article |
| id | doaj.art-80800ed1d4954975a65407a88918b58c |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-24T20:17:31Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-80800ed1d4954975a65407a88918b58c2024-03-22T14:09:15ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2330664Omni-channel shopping experiences – to share or not to share?Melanie Wiese0Department of Marketing Management, University of Pretoria, South AfricaAbstractThis study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and experience-sharing behaviour and on the moderating role of social media attractiveness. An online self-administered questionnaire resulted in 433 responses from South African shoppers. The hypotheses were tested using structural equation modelling and a multi-group CFA approach. Interestingly, information visibility was the strongest predictor of satisfaction. Furthermore, convenience of sharing was confirmed as a mediator, while social media attractiveness acted as moderator in the relationship between satisfaction and experience sharing. The research contributes to the fast-growing trend of omni-channel retailing, especially from a consumer perspective. While research typically focuses on consumption-sharing behaviour, this study adopted a dual-sharing perspective by investigating not only customer influence as a type of consumption behaviour sharing, but also experience sharing behaviour. The applicability of an extended S-O-R framework is confirmed in an emerging market context while providing practical insights for retailers.https://www.tandfonline.com/doi/10.1080/23311975.2024.2330664Seamlessnessomni-channelsatisfactioncustomer influenceexperience sharingsocial media attractiveness |
| spellingShingle | Melanie Wiese Omni-channel shopping experiences – to share or not to share? Cogent Business & Management Seamlessness omni-channel satisfaction customer influence experience sharing social media attractiveness |
| title | Omni-channel shopping experiences – to share or not to share? |
| title_full | Omni-channel shopping experiences – to share or not to share? |
| title_fullStr | Omni-channel shopping experiences – to share or not to share? |
| title_full_unstemmed | Omni-channel shopping experiences – to share or not to share? |
| title_short | Omni-channel shopping experiences – to share or not to share? |
| title_sort | omni channel shopping experiences to share or not to share |
| topic | Seamlessness omni-channel satisfaction customer influence experience sharing social media attractiveness |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2330664 |
| work_keys_str_mv | AT melaniewiese omnichannelshoppingexperiencestoshareornottoshare |