Understanding cross-buying in omnichannel retail: an experiential learning theory perspective

Xi Wang is a PhD candidate at the UCSI Graduate Business School, UCSI University, Malaysia. Her research focuses on omnichannel retailing.

Eugene Cheng-Xi Aw is an Associate Professor of Marketing and the Head of Research and Postgraduate Studies at the UCSI Graduate Business School, UCSI University, Malaysia. His current research focuses on consumer behaviour, influencer marketing, and branding. His work has been published in leading journals such as the Journal of Advertising, Journal of Business Research, Technological Forecasting and Social Change, Computers in Human Behaviour, Internet Research, Journal of Retailing and Consumer Services, International Journal of Contemporary Hospitality Management, and Tourism Management Perspectives, among others. He serves as Senior Associate Editor for Marketing Intelligence and Planning and Associate Editor for the Journal of Marketing Management and the Journal of Consumer Marketing.

Chung-Wha (Chloe) Ki, Ph.D., holds the position of Associate Professor at the School of Fashion and Textiles at the Hong Kong Polytechnic University. Her primary research interests lie in consumer psychology and behaviour, particularly in exploring their connections across diverse consumption contexts. Dr Ki's work is dedicated to unveiling the core values, emotions, and other determinants influencing consumer choices. She particularly delves into areas such as AI and human-computer interaction, digital technology-mediated fashion retail and marketing, circular fashion, and luxury fashion.