The Effects of Perceived Omni-Channel Intensity on Mobile Application Adoption, Purchase Intention and Brand Recommendation among Omni-Channel Shoppers
This paper aims to explain the role of mobile applications in the omni-channel shopping experience. The study examined how the perceived omni-channel intensity (OCI) of consumers influences mobile application adoption, purchase intention and brand recommendation among omni-channel shoppers (OCS). Fr...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2022-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.015/_html/-char/en |