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Merchandising/Marketing/Retailing: Branding

Omni-Channel Purchase Journey with Multi-Device Paths

Authors
  • Su Lun Novikoff (University of Hawaii at Manoa)
  • Caitlen Schmidt (University of Hawaii at Manoa)
  • Ju-Young M. Kang (University of Hawaii at Manoa)

Abstract

With increasing consumer demands at the center of omni-channel activity, apparel retailers need to develop customer-centered omni-channel strategies and prepare to align their whole operations with omni-channel retailing, from marketing to distribution. The purpose of this study was to understand omni-channel consumers’ decision processes with multi-device paths during their purchase journey, from the source of the firm’s messages to their post-purchase behaviors.

How to Cite:

Novikoff, S., Schmidt, C. & Kang, J. M., (2015) “Omni-Channel Purchase Journey with Multi-Device Paths”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
11 Nov 2015
Peer Reviewed
License
Creative Commons Attribution 4.0