Leveraging Online Omnichannel Commerce to Enhance Consumer Engagement in the Digital Transformation Era
This study investigates what drives consumer engagement in online-only omnichannel commerce, a topic often overlooked in favor of online-offline channel integration. Using both Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), it exa...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-12-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/1/2 |
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