Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea

In today’s era of multichannel marketing, shoppers routinely use multiple channels in a single shopping journey; however, many researchers also report a tendency among shoppers to stay in one channel throughout a shopping journey, a phenomenon we refer to as “channel stickiness”. We investigate which determinants are linked to channel stickiness while accounting for individual characteristics. To this end, we compile and survey a variety of...