Scholarlink

Omnichannel retailers offering a seamless experience across channels increasingly compete for consumers online, e.g., in the fashion sector, where ten of the top 20 firms worldwide are online players. They have to orchestrate online- and omnichannel-specific instruments to benefit from cross-channel effects. However, effective orchestration depends on the relative importance of instruments and on mechanisms that affect consumer behavior.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Study 1: How Online Trust and Online Brand Equity Translate Online- and Omnichannel-Specific Instruments into Repurchase Intention

  • 章节

  • 发表日期：

    2025年

查看全文
  • Nils Fränzel

摘要

Omnichannel retailers offering a seamless experience across channels increasingly compete for consumers online, e.g., in the fashion sector, where ten of the top 20 firms worldwide are online players. They have to orchestrate online- and omnichannel-specific instruments to benefit from cross-channel effects. However, effective orchestration depends on the relative importance of instruments and on mechanisms that affect consumer behavior.