Open Access Open Access  Restricted Access Subscription Access
Cover Image

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

Hsin Kao


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.


Information Sharing Behavior on Social Media, Loyalty, Need for Cognition, Omni-channel Experience

Full Text:



Taiwan Internet Report. (2018, 2019, November). Taiwan Network Information Center (TWNIC). Retrieved from

Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of marketing research, 45(1), 60-76.

Aubrey, C., & Judge, D. (2012). Re-imagine retail: Why store innovation is key to a brand’s growth in the ‘new normal’, digitally-connected and transparent world. Journal of brand strategy, 1(1), 31-39.

Baltas, G., Kokkinaki, F., & Loukopoulou, A. (2017). Does variety seeking vary between hedonic and utilitarian products? The role of attribute type. Journal of Consumer Behavior, 16(6), 1–12.

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of business research, 67(8), 1595-1600.

Bilgihan, A., Peng, C., & Kandampully, J. (2014). Generation Y’s dining information seeking and sharing behavior on social networking sites: An exploratory study. International Journal of Contemporary Hospitality Management, 26(3), 349-366.

Bitner, M. J. (1992). Service scopes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.

Blom, A., Lange, F., & Hess, R. L. (2017). Omni-channel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295.

Bruinsma, J., & Crutzen, R. (2018). A longitudinal study on the stability of the need for cognition. Personality and Individual Differences, 127, 151-161.

Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omni-channel retailing. Cambridge: MIT.

Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of personality and social psychology, 42(1), 116.

Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), 198-216.

Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19.

Chatterjee, P. (2010). Causes and consequences of ‘order online pick up in-store’ shopping behavior. The International Review of Retail, Distribution and Consumer Research, 20(4), 431-448.

Chauhan, V., & Manhas, D. (2014). Dimensional analysis of customer experience in civil aviation sector.

Journal of Services Research, 14, 75–98.

Chi, W. P. (2011). The moderating effect of need for cognition on the relationship between extension similarity and brand extension evaluation. Master dissertation, Chinese Culture University.

Cohen, A. R., Stotland, E., & Wolfe, D. M. (1955). An experimental investigation of need for cognition. The Journal of Abnormal and Social Psychology, 51(2), 291.

Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing letters, 3(3), 239-249.

Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.

Digital in 2018. (2019, August). We are social. Retrieved from

Ding, X. D., Huang, Y., & Verma, R. (2011). Customer experience in online financial services. Journal of Service Management.

Facebook stimulates shopping. 20-24 years old are most affected. (2019, September). Market Intelligence & Consulting Institute, MIC. Retrieved from

Fatma, S. (2014). Antecedents and consequences of customer experience management-a literature review and research agenda. International Journal of Business and Commerce, 3(6).

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.

Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.

Haeckel, S. H., Carbone, L. P. & Leonard L. B. (2003). How to Lead the Customer Experience. Marketing Management, 12 (1), 18-23.

Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. Journal of retailing, 91(2), 309-325.

Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9(2), 255-296.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Kao, H., Wu, Y. C., Wu, C. J. (2019). The Study of Apparel Product Type, Community Information Sharing Behavior and Personnel Cognitive Needs, Taiwan Textile Research Journal, 29(2), 25-40.

Kim, H. S. (2016). What drives you to check in on Facebook? Motivations, privacy concerns, and mobile phone involvement for location-based information sharing. Computer Human Behavior, 54, 397–406.

Kotler P.(1996). Principles of marketing. International Edition. Englewood Cliffs, NJ: Prentice- Hall.

Kotler, P., & Keller, K. (2009). Marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall.

Kwak, H., Lee, C., Park, H., & Moon, S. (2010, April). What is Twitter, a social network or a news media?. In Proceedings of the 19th international conference on World wide web (pp. 591-600).

Lee, Chi-ping. (2004). The effects of consumers ’self-congruency on purchase intentions of real versus virtual products: a comparison of functional, hedonic, and symbolic products. Master dissertation, National Chengchi University.

Levy, M., Weitz, B., & Grewal, D. (2013). Retailing Management – 9th Edition. New York, NY: McGraw-Hill Education.

Liu, H., Chu, H., Huang, Q., & Chen, X. (2016). Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce. Computers in Human Behavior, 58, 306-314.

Liu, L., Cheung, C. M., & Lee, M. K. (2016). An empirical investigation of information sharing behavior on social commerce sites. International Journal of Information Management, 36(5), 686-699.

Marsden R (2009). A Solid-Surfaced Infection Control Computer Keyboard., 1-5.

Mayer- Schönberger, V., & Cukier, K. (2013). Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York, NY: Eamon Dolan/Houghton Mifflin Harcourt.

MIC The Government's Trusted Think-Tank and Industry’s Reliable Consultant. (2019, December). Market Intelligence & Consulting Institute. Retrieved from

Mokhtari, H., Davarpanah, M. R., Dayyani, M. H., & Ahanchian, M. R. (2013). Students’ need for cognition affects their information seeking behavior. New library world.

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the academy of marketing Science, 31(4), 448-458.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4), 33-44.

Pecoraro, M., & Uusitalo, O. (2014). Exploring the everyday retail experience: The discourses of style and design. Journal of Consumer Behaviour, 13(6), 429-441.

Petty, R.E., Brin˜ol, P., Loersch, C., & McCaslin, M.J. (2009). The need for cognition., Handbook of individual differences in social behavior. New York, NY: Guilford Press.

Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omni-channel retailing. International Journal of Electronic Commerce, 18(4), 5-16.

Plomp, M. G., & Batenburg, R. S. (2010). Measuring chain digitization maturity: An assessment of Dutch retail branches. Supply Chain Management: An International Journal.

Rigby, D. (2011). The future of shopping. Harvard business review, 89(12), 65-76.

Rosie (2020). “Generation Z starting to enter the workplace! What are they thinking?” Between Gos. Retrieved from

Sarstedt, M., Ringle, C. M., Henseler, J., & Hair, J. F. (2014). On the emancipation of PLS-SEM: A commentary on Rigdon (2012). Long range planning, 47(3), 154-160.

Saviolo, S. & Testa, S. (2002). Strategic Management in the Fashion Companies. Milan: Etas.

Schramme, A., Karinna, N, & Trui, M. (2014). Fashion Management. Lannoo Publishers.

Schramm-Klein, H., Wagner, G., Steinmann, S., & Morschett, D. (2011). Cross-channel integration–is it valued by customers? The International Review of Retail, Distribution and Consumer Research, 21(5), 501-511.

Shan, T. O. (2014). Study of Omni-channel retailing: The impact of integration quality on Omni- satisfaction and Omni-loyalty in apparel retail business. Bachelor thesis, The Hong Kong Polytechnic University, Hong Kong.

Shim, H. & Kim, K.J. (2018). An exploration of the motivations for binge-watching and the role of individual differences. Computers in Human Behavior, 82, 94-100.

Sinha, S. K. & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52, 1-11.

Szymanski, D. M. & Henard, D. M. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29, 16-25.

Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational statistics & data analysis, 48(1), 159-205.

Tetteh, A., & Xu, Q. (2014). Supply chain distribution networks: Single-, dual-, & omni-channel. Interdisciplinary Journal of Research in Business, 3(9), 63-73.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211.

Tyrväinen, O., & Karjaluoto, H. (2018). Omni-channel Experience: Towards Successful Channel Integration in Retail. EuroMed Academy of Business, 1325-1338.

Van Baal, S., & Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of Interactive Marketing, 19(2), 75-85.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.

Watkinson, M. (2013). The ten principles behind great customer experiences. Harlow, UK: Pearson.

WEF, Competitiveness analysis. (2018, 2019, October). National Development Council. Retrieved from

Wilding, R. D. (2003). The 3 Ts of highly effective supply chains.

Wollenburg, J., Holzapfel, A. & Hübner, A. (2019). Omni-channel customer management processes in retail:

An exploratory study on fulfillment-related options. Logistics Research, 1-15.

Woods, W. A. (1960). Psychological Dimension of Consumer Decision. Journal of Marketing, 24(3), 15-19.

Wu, C. H., Parker, S. K., & De Jong, J. P. (2014). Need for cognition as an antecedent of individual innovation behavior. Journal of Management, 40(6), 1511-1534.


  • There are currently no refbacks.