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Abstract
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| The emergence of new sales channels, the irruption of new technologies and changes in personal and professional lifestyles have transformed purchasing be-haviors throughout the shopping process. Prior research has addressed the effect of these changes in each channel separately, neglecting the study of such effects in multi-channel environments. This research investigates the relation between channel preference and spillover effect?and more particularly lock-in effect?in multi-channel retailing, with data collected from a survey of 432 Spanish shop-pers. The results of the study facilitate further understanding of spillover effect and help companies improve their omnichannel strategies | |
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International
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Si |
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Congress
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13th International Conference on Industrial Engineering and Industrial Management - XXIII Congreso de Ingeniería de Organización |
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960 |
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Place
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Gijón |
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Reviewers
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Si |
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ISBN/ISSN
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2198-0772 |
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Start Date
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11/07/2019 |
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End Date
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12/07/2019 |
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From page
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1 |
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To page
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2 |
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Lecture Notes in Management and Industrial Engineering |