In the omnichannel era, retailers have increased opportunities to provide unique brand
experiences using a multiplicity of offline and online channels and touchpoints. Although the …

Purpose This study aims to identify, within the context of the French fashion industry, the
characteristics of multichannel shoppers, that is, consumers who use more than one channel …

Purpose This study examines consumers' channel attitudes and choices leading to
webrooming and showrooming, and how product attributes (informational vs experiential …

An important area of pricing research is behavioral response to price. Researchers have
studied topics such as the psychophysics of price (the relationship between stimulus and …

This chapter aims to gain a better understanding of the role that the physical store plays in
the current multichannel offering and the expected omnichannel evolution of the format in …

Purpose This paper aims to empirically investigate the typologies of phygital (synaeresis of
“physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based …

Competitive webrooming, the phenomenon in which consumers gather product information
online but ultimately purchase the product in an offline store of a competing retailer, has …

Purpose The concepts of showrooming and webrooming have been well researched but
majorly from the marketing/economic perspectives. The present study explores the socio …

This paper analyses the use of the main e-tourism platforms by European tourists. A
computer-aided Web interview (CAWI) was used to conduct the research in 19 European …

Nowadays, firms are facing an intense challenge when coordinating an effective
management on the offline and online channels. Consequently, creating a field of research …