Driver and Consequences of Multichannel Shopping
Previous research has investigated what happens when customers start utilizing more than a single sales channel (i.e., become multichannel). This research stream has identified two key consequences of multichannel usage. First, Shankar et al. (2003) and Hitt and Frei (2002) determine that customers...
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| Language: | English |
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2014
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| Online Access: | https://doi.org/10.7916/D8WS8RDJ |