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Understanding omni-channel shopping value: A mixed-method study

Abstract : This paper aims to investigate the omni-channel shopping value (SV) by proposing and empirically testing an omni-channel SV model based on SV literature and omni-channel literature reviews to identify the key omni-channel concept characteristics. A mixed-method design combining quantitative (n = 59) and qualitative (n = 17) methods in an abductive logic was adopted. The four key findings were omni-channel SV is caused by touch points’ SV; this causal effect is moderated by omni-channel shopping perceived consistency; but the content and measure of the constructs must be reconceptualized in the omni-channel shopping context; and physical shopping's nature evolves in both its utilitarian and social dimensions.
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Contributor : Naïla Louise-Rose Connect in order to contact the contributor
Submitted on : Wednesday, September 27, 2017 - 10:11:23 AM
Last modification on : Wednesday, November 3, 2021 - 6:21:51 AM



Elodie Huré, Karine Picot-Coupey, Claire-Lise Ackermann. Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, Elsevier, 2017, 39, pp.314 - 330. ⟨10.1016/j.jretconser.2017.08.011⟩. ⟨halshs-01595944⟩



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