Original paper
Guiding when the consumer is in control: the moderating effect of adaptive selling on the purchase intention of the multichannel consumer
Abstract
Purpose The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople. Design/methodology/approach An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs...
Paper Details
Title
Guiding when the consumer is in control: the moderating effect of adaptive selling on the purchase intention of the multichannel consumer
Published Date
Sep 12, 2016
Volume
33
Issue
6
Pages
469 - 478
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