Multichannel and omnichannel strategies have become a critical aspect of retailing. In this
study, we present an overview of multichannel and omnichannel retail and discuss its …

Based on the Theory of Planned Behavior (hereafter TPB), this study aimed to empirically
examine the influence of attitudes, subjective norms, and perceived behavioral control on …

Purpose This study uses the antecedents, decisions and outcomes (ADO) framework to
identify how perceived risks and benefits relate to the omnichannel strategy and influence …

Over the past decade, the concept and practice of shopstreaming (also known as livestream
shopping) have grown significantly within the e-business world, as it integrates live …

Although channel consistency and seamlessness have been regarded as two critical factors
in conducting omnichannel business, their combined effect has yet to be revealed. By …

Purpose Building on Stimulus Organism Response theory, the current study examines the
influence of Integrated store service quality (ISSQ) on the omnichannel customer experience …

Customers' shopping behaviors and attitudes in fashion have grown more multichannel.
Merchants need a unified strategy across all channels to accommodate the many …

Previous studies have acknowledged the impact of weather changes on retail uncertainty.
They primarily focus on understanding how weather conditions affect offline consumer …

In the digital transformation era, banks have been working to implement a digital strategy
that will lead to lower costs, better service, higher profitability, and the desired level of …

Purpose: An omnichannel strategy creates a consistent brand image and customer
experience across all channels, making it easier for customers to interact with a business …