Abstract
Understanding the influence of customers’ mobile device usage at the point of sale is a fundamental insight for brick-and-mortar retailers to compete with online stores. Prior research has extensively studied diverse facets of mobile marketing communication (e.g., Bues et al., 2017; Goldfarb & Tucker, 2011; Luo et al., 2014). However, customers’ mobile search behavior at the point of sale and its influence on their shopping behavior have not been sufficiently investigated (Daurer et al., 2015). Therefore, we developed a model centered toward the effect of the source of information (mobile internet search vs. frontline-employee interaction vs. product description) on customers’ channel switching intentions (from the physical retailer to a competitive online store) during the purchase process.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
