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Keywords: Channel congruence
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (8): 1633–1650.
Published: 13 September 2024
...Chia-Lin Hsu; Li-Chen Yu; Wei-Feng Tung; Kwen-Wan Chen Purpose This study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn, affect selection intention after an omnichannel shopping...
