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Keywords: consumidor omnicanal
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2018) 22 (1): 63–82.
Published: 01 May 2018
... desarrollado un modelo original que fue testado en 628 consumidores omnicanal. Asimismo, se desarrolló un análisis multigrupo para comparar los resultados en dos grupos: hombres y mujeres. Resultados Los resultados muestran que la incorporación de nuevas tecnologías en la tienda física afecta positivamente en...
