Channel preferences: Unveiling omnichannel behavior in sports and leisure product purchases
Current customer segmentations in omnichannel retail are based on channel usage and tend to be rather descriptive. In comparison, this research focuses on the role of “need for touch” (NFT) and channel preferences (attractiveness, appropriateness, satisfactoriness) introduced as antecedents to chann...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2024-0030 |
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