Internal factors predisposing the consumer to be a multichannel shopper

Abstract

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 importance as a shopping channel in a multichannel shopping context. The results of the research show that certain consumer characteristics are important factors that predispose to multichannel shopping.