Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness

Given the growth of e-commerce and the widespread adoption of mobile devices, retailers face the ever-increasing challenge of losing customers due to customers’ in-store mobile usage. Although researchers have suggested methods for retaining these customers, few studies have focused on the role of cross-channel integration. Thus, this research draws on experiential learning theory to reveal customers’ reaction process wherein in-store mobile...