How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., catalog, store, Web, multichannel) and product category? We develop a conceptual model and hypotheses about the moderating effects of two key product category characteristics -- hedonic...

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today’s retail landscape. While there are many benefits of operating multiple channels, these retailers also face many...