Abstract The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research. Key Words : Omni-channel shopping, Extraversion, Introversion, Variety-seeking tendency, Online, Mobile * 본 연구는 2014학년도 단국대학교 대학연구비 지원으로 연구되었음(R-0001-22219)Received 3 November 2015, Revised 5 December 2015Accepted 20 January 2016Corresponding Author: Dongwon Min(School of Business, Dankook University) Email: dwmin@dankook.ac.krⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.