Consumer Decision Making in Omnichannel Environments

Authored by: Elfriede Penz , Margaret K. Hogg

The Routledge Handbook of Digital Consumption

Print publication date:  September  2022
Online publication date:  September  2022

Print ISBN: 9781032329598
eBook ISBN: 9781003317524
Adobe ISBN:


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Digitization has fundamentally changed consumers’ experiences of shopping. Our chapter provides a survey of consumers’ decision-making and experiences within the context of omnichannel retailing. Consumers nowadays find a number of channels that provide them with many search, comparison, and purchase choices as retailers seek to utilize both online and offline purchase channels strategically. Consumers have benefitted in particular from the opportunities offered by the Internet’s bidirectional quality, i.e. facilitating communication between companies and consumers as well as between consumers.

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