Omni-channel marketing, which seamlessly integrates both offline and online channels, has ushered in transformative shifts in sport consumer expectations for shopping experiences, as well as their decision-making and purchasing processes. The current study presents a model that integrates four existing frameworks to explicate consumer purchasing decisions of sporting goods on omni-channels. We conducted empirical testing using survey data from 401 respondents, revealing the important roles of technology acceptance, pleasure, arousal, dominance, perceived compatibility, perceived risk,...Read more
