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The Impact of a Homogenous Versus a Prototypical Web Design on Online Retail Patronage for Multichannel Providers

Emrich, Oliver; Verhoef, Peter C. - 2015

For their online shops, multichannel retailers must decide whether to adopt a prototypical design (with channel-specific attributes) or a homogenous design (with cues corresponding to their physical stores). While most retailers use a prototypical design, we propose that the effectiveness of a...

Persistent link: https://www.econbiz.de/10014135507