Original paper
Going with the flow: smart shopping malls and omnichannel retailing
Abstract
Purpose The transition from multichannel to omnichannel retailing requires a better conceptualisation, especially for customer experience in smart shopping malls. Therefore, this study aims to propose a theoretical model that captures customers’ omnichannel experiences in smart shopping malls in terms of personal interaction, physical environment and virtual environment encounters. It examines the mediating role of flow experience on the...
Paper Details
Title
Going with the flow: smart shopping malls and omnichannel retailing
Published Date
Nov 23, 2020
Volume
35
Issue
3
Pages
325 - 348
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Notes
History