Millennials’ adoption of omnichannel retailing
This study examines Millennials’ adoption of omnichannel retailing and the underlying mechanism. Four studies were conducted to examine the moderating roles of product category and regulatory focus on Millennial’s purchase intentions in omnichannel retailing. Study 1 and 2 findings show that Millen...
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| Format: | Monograph |
| Language: | English |
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University of Nottingham Ningbo China
2018
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| Online Access: | http://eprints.nottingham.ac.uk/52600/ http://eprints.nottingham.ac.uk/52600/1/Manuscript_I.pdf |