Smart shopping meets sharing: Three-way interactions in omnichannel retailing

Smart shopping behavior has become increasingly prominent in omnichannel retail environments, where consumers strategically navigate across digital and physical channels to optimize value. Although prior research has examined the antecedents of smart shopping, its behavioral consequences—particularly regarding deal-content sharing—remain underexplored. This study conceptualizes deal-content sharing as a form of online consumer engagement and investigates how smart shopping influences such behavior under different psychological and behavioral conditions. Drawing on data from 433 Taiwanese caregivers with recent experience of purchasing children's formula milk, we tested a model with two sets of three-way interactions. The findings reveal that, from the consumer perspective, smart shoppers with high self-confidence and strong deal-seeking propensity were significantly more likely to share deal content. From the retailer perspective, those with cross-channel buying habits and high price sensitivity also showed elevated sharing behavior. The study demonstrates that smart shopping translates into socially expressive engagement when aligned with specific consumer traits. It contributes, theoretically, to omnichannel retail and consumer engagement literature by identifying boundary conditions that intensify sharing behavior and, practically, by offering guidance for designing targeted engagement strategies that amplify word-of-mouth through personalized smart shopping experiences.