The Blurring Line Between Electronic and Physical Channels: Reconceptualising Multichannel Commerce

Manuel Trenz
This paper proposes a revision of the multichannel concept as it has been applied in previous studies on multichannel commerce. Digitalization and technological innovations have blurred the line between physical and electronic channels. A structured literature review on multichannel consumer and firm behaviour is conducted to reveal the established view on multichannel phenomena. By providing empirical evidence on market offerings and consumer perceptions, we expose a significant mismatch between the dominant conceptualization of multichannel commerce...
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