Bridging the Digital Divide in Online Retailing: The Effect of a Strategic Focus on E-Commerce Fulfillment Offerings
John-Patrick Paraskevas,
Xiaodan Pan,
Isaac Elking
et al.
Abstract:The digital divide is an area of significant concern as society increases its reliance on the internet for everyday tasks. Retail operations are no exception to this trend where the use of the online sales channel has become ubiquitous. As retailers seek to provide a high-quality customer experience across socioeconomic groups to maximize sales potential, they must find ways to bridge the digital divide and ensure consumer access to their products. Embracing resources and appropriation theory and the consumer … Show more
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