Rajkumar, Narasimhan; Vishwakarma, Pankaj; Gangwani, … - In: International Journal of Retail & Distribution Management 49 (2020) 2, pp. 299-316
Purpose: Grounded on the concept of a value trade-off, the authors of this study seek to address the question of why some people visit an offline store before purchasing online. The authors offer a novel perspective by identifying and describing the perceived value drivers (benefits and...