Understanding the antecedents of omni-channel shopping by customers with reference to fashion category: the Indian millennials’ perspective

Purpose The purpose of this study is to understand the antecedents of omni-channel shopping with reference to the intention to purchase fashion products by millennials and their perspective towards the omni-channel method of shopping. Design/methodology/approach The research is based on a quantitative research technique comprising of 302 respondents. A structured questionnaire has been adopted for the survey and to collect data from millennials...