A 2020 perspective on “How do goal and product knowledge specificity influence online channel choice? A polynomial regression analysis”

摘要

Previous studies have identified customer characteristics, channel attributes, product category variables, and customer channel experiences that help explain customers’ channel choice. However, little effort has been made to explore what affects customers’ immediate omnichannel choices in specific shopping contexts. The enormous diversity of channels and the changing complex customer journey are creating significant challenges for firms. Researches have the unprecedented opportunities to identify key antecedents that affect customers’ immediate omnichannel choices in various contexts by taking a process perspective of the customer’s journey.