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An analytic hierarchy process approach to assessing consumers' distribution channel preference

Kevin Chiang, Wei‐yu; Li, Zhen - In: International Journal of Retail & Distribution Management 38 (2010) 2, pp. 78-96

Purpose – The competition in market penetration between the traditional and online channels has been intensified. The purpose of this paper is to assess predictors of business‐to‐consumer (B2C) channel preference and investigate the consumers' attitudes towards different shopping channels....

Persistent link: https://www.econbiz.de/10014803462