Variety of Shopping Modes: Theoretical Framework, Pivotal Factors, and Managerial Implications
Ignacio Redondo,
Jean-Philippe Charron
Abstract:With the development of e-commerce and smartphones, consumers can use a variety of shopping modes (i.e., showrooming, webrooming, and completely offline/online shopping), each of which provides specific advantages in terms of price, assortment, service, etc. Using a great variety of these shopping modes can confer many benefits. However, previous studies have found evidence of sizable segments of consumers who typically avoid using a great variety of shopping modes. To understand the contrast in consumers’ var… Show more
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