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, perceived cost, and enjoyable experience in shaping consumer attitudes and purchase decisions. Our findings provide practical implications for sporting goods retailers engaged in omni-channel marketing, offering guidance on designing optimal marketing and management strategies to enhance the overall consumer experience.
