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Keywords: Omnichannel
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Journal Articles
Meta-analyzing the antecedents of consumers’ shopping decisions in the omnichannel era
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (3): 524–549.
Published: 05 September 2025
...Yini Chen; Ting Chi; Lu Yuan Purpose This study addresses the fragmented understanding of factors driving consumer behavior in omnichannel (OC) retailing by synthesizing and analyzing antecedents through a meta-analysis, offering a comprehensive framework to resolve inconsistencies and integrate...
