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EMAC 2023 Regional Conference

Maximising omnichannel shopping intention: the impact of experiencing flow and satisfaction

Published: November 22, 2023


Aisha Muthaffar, The University of Newcastle & Umm Al-Qura University; Sonia Vilches-Montero, University of Newcastle


This study explores how shoppers’ decision-making styles (maximisers vs satisficers) affect omnichannel continuance intention. There is a paucity of knowledge on how shoppers’ decision-making styles impact perception of customer shopping experience during an omnichannel shopping journey. We study the mediation effect of shopping experience (i.e., flow and satisfaction experience) on shoppers’ intention to further use omnichannel platforms. The study applied a survey (n = 227) to examine shoppers’ past experiences with omnichannel shopping stores. The findings show that maximisers are more likely to reuse omnichannel shopping in their future purchase compared to satisficers, and this relationship is mediated by experiencing flow and satisfaction. Taken together, findings show that implementation of omnichannel retailing must blend the experience of flow and satisfaction for shoppers to continue to use it in the future.