Understanding the role of physical trial for good shopping decisions
Purpose – In the context of omnichannel distribution development, this study aims to understand how and why trying products out helps people make good purchase decisions (i.e. decisions that they do not regret later). Design/methodology/approach – The paper uses mixed methods consisting of an experi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024-10-01
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| Series: | RAUSP Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-12-2023-0245/full/pdf |