Wiese, Melanie2024-04-102024-04-102024Melanie Wiese (2024) Omni-channel shopping experiences – to share or not to share?, Cogent Business & Management, 11:1, 2330664, DOI: 10.1080/23311975.2024.2330664.2331-1975 (online)10.1080/23311975.2024.2330664http://hdl.handle.net/2263/95467DATA AVAILABILITY STATEMENT : The data that support the findings of this study are available from the corresponding author, upon reasonable request.This 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.en© 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group. This is an open access article distributed under the terms of the Creative Commons attribution License.SeamlessnessOmni-channel strategySatisfactionCustomer influenceExperience sharingSocial media attractivenessArticle