...Sihan Li; Guijun Zhuang Purpose As a core variable in omni-channel marketing, channel diversity was measured differently, namely through counting, Likert scaling, and entropy. This study examines the reliability and validity of these measurement methods, enhancing the operability and comparability...

... environmental factor (environmental dynamism) and two channel factors (channel diversity and proportion of direct channels) were necessary or unnecessary conditions for high cross-channel integration. Fuzzy-set qualitative comparative analysis (fsQCA) was applied to analyze the configurational factors of high...