The Impact of Omni-channel Experience on Customer Information Sharing Behavior

Abstract

Given the growing interest in combination of Omni-channel (OC) application and consumer behavior, it is critical for both researchers and retailers to understand how consumers respond to the channel services. The purpose of this study was to examine consumers’ OC experience and need of cognition toward their information sharing behavior on social media and loyalty. This is an empirical quantitative study. A total 231 subjects between 18 and 65 years old in Taiwan participated in the study. Smart-PLS was applied to analyze hypotheses. The resulted indicated that Seamless experience of OC and NFC is positively associated with information sharing behavior on social media. Positive information sharing behavior and OC experience positively influenced consumer loyalty. Various product types have slightly different impact on these variables. Based upon these results, synthesis and application in the study enable companies to give the most appropriate marketing methods including channel integration and product positioning when launching new products.