Channel of exposure and its effect on purchase decision: Evidence from an online retailer
In the digital era, online retailers engage consumers through a variety of channels, making it critical to understand how multi-channel exposure impacts consumer behavior, purchase conversion and firm outcomes. Drawing upon information overload and attention theories as well as extant research on co...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2024
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| Online Access: | https://ink.library.smu.edu.sg/etd_coll/578 https://ink.library.smu.edu.sg/context/etd_coll/article/1576/viewcontent/GPBA_AY2017_DBA_Li_Lei.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
