In an omnichannel era, businesses and marketers need insights into the dynamics of
customer shop** behaviors, particularly the interplay between omnichannel …

Purpose Modern businesses strategically focus on improving the online purchase
experience (OPE) of customers to acquire a long-term competitive edge. However, the …

The present research explores why consumers hesitate to make purchase decisions
depending solely on online search; instead, they prefer webrooming (online search followed …

Purpose The study aims to determine the role of online retail website experience on brand
happiness and willingness to share personal information using the theoretical lens of the …

This research aims to examine luxury shoppers' webrooming intention, mediating (utilitarian
value and hedonic value), and moderating (online perceived risk and reviews) effects. We …

Purpose This study uses the antecedents, decisions and outcomes (ADO) framework to
identify how perceived risks and benefits relate to the omnichannel strategy and influence …

Purpose Drawing on self-determination theory, a person-centered approach was used to
investigate how the satisfaction and frustration of the basic psychological needs of autonomy …

Although consumer brand engagement has been given much attention in marketing
literature, negative consumer engagement has received scarce attention. It is important to …

Purpose This study aims to investigate the user's behavior and intention to continue using e-
health services by analyzing the factors influencing their decision. The stimuli–organism …

The literature has highlighted that international students abroad exhibit a strong preference
for products from their country compared with foreign products and services, thus suggesting …