Understanding multichannel shopper journey configuration: An application of goal theory
Shopping motivation is the dominant theoretical framework upon which shopping behaviour research is based. A shopper's motivation is assumed to be fixed and enduring, implying, in turn, homogeneity of shopper journeys. This paper reports on an exploratory, qualitative study of 76 multichannel s...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier Ltd
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |