Communication strategies similar to SMS and app push alarm considerably affect consumer channel choice. Consumers using mobile channel are making purchases without time constraints, while others not. We noticed that products which have traits of expertise items or credence goods are usually bought via mobile and Internet channels that present detailed and additive info like consumer reviews. Finally, the outcomes revealed substitution effect between a lot of the channels, aside from the Internet and telephone. Our investigation contributes to omni-channel on-line shopping literature by empirically testing the choice behavior, cross-channel effects, and likewise by offering insights for online retailers.
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