Original paper
Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment
Abstract
This research contributes to broadening understanding of online retailing across electronic channels (e-channels, e.g., mobile devices) and e-channel touchpoints (e.g., mobile shopping apps) from a consumer perspective. Based on the multichannel retailing approach and theoretical considerations, the authors suggest an enhanced perspective on the online retailing environment and validate this multichannel e-commerce perspective by conducting both...
Paper Details
Title
Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment
Published Date
Feb 1, 2020
Journal
Volume
107
Pages
256 - 270
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Notes
History