Maggioni, Isabella; Sands, Sean James; Ferraro, Carla Renee - In: International Journal of Retail & Distribution Management 48 (2020) 12, pp. 1357-1375
Purpose: For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory,...