Millennials’ adoption of omnichannel retailing

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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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Bibliographic Details
Main Author:	Chong, Alain Yee Loong
Format:	Monograph
Language:	English
Published:	University of Nottingham Ningbo China 2018
Subjects:	Millennials; omnichannel; convenience; purchase intentions; online retailing; enjoyment
Online Access:	https://eprints.nottingham.ac.uk/52600/

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