Understanding cross-buying in omnichannel retail: an experiential learning theory perspective

Purpose This paper aims to test an integrated framework comprising omnichannel service experience characterised by integrated information access, information consistency, process consistency, context sensitivity and transactional integration as well as smart shopping perception, service authenticity and cross-buying. The moderating effect of self-determination is examined. Design/methodology/approach The proposed model was evaluated by utilising partial least squares structural equation modelling (PLS-SEM) and importance-performance map analysis Findings The findings indicated that all omnichannel service experience dimensions exert significant effects on smart shopping perception, which in turn leads to service authenticity. Service authenticity is a vital precursor to cross-buying, whereas self-determination diminishes this effect. Originality/value This research stands as one of the pioneering academic endeavours in exploring the role of consumer behaviour in the formation process of cross-buying within an omnichannel environment.