Online/In-Store Integration and Customer Retention
研究消费者对线上和店内渠道整合的感知如何影响他们对产品可得性的风险信念，进而影响购买决策和顾客保留率，对同时管理线上线下渠道的企业有参考价值。
Reducing the risks believed to be associated with product availability can be critical to increasing consumer retention rates. This study considers the role that perceptions of channel integration have on such beliefs and their impact on purchasing decisions. Surveys distributed to purchasers of specific goods both online and in-store provide data used in the analysis of these effects. The findings suggest that firms simultaneously managing both online and in-store channels should not only reassess the repercussions of availability failures but also consider efforts that encourage the transparency of channel integration.