Purpose: One key issue to be addressed in multichannel retailing strategies has to do with ensuring the consistency of the retailer offerings between the brick-and-mortar and the online stores to offer their customers a seamless experience. This study assesses whether perceived congruence may...

Numerosas empresas minoristas han decidido crear tiendas virtuales como alternativa a la tienda física. El presente trabajo pretende analizar los factores que influyen en esta decisión estratégica y su impacto sobre los resultados del negocio entre los principales minoristas del Reino Unido,...

Consumer characteristics play an important role in channel choice. Thereby, this work aims to study and analyze which are the internal factors that facilitate the adoption of multichannel purchase by the consumer. To this end, we study consumers' behavior in an online channel, because of their...