Key Factors for In-Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials
The in-store use of smartphones is revolutionizing the customer journey and has the potential to become an important driver in the omnichannel context. This paper aims at identifying the key factors that influence customers’ intentions to use smartphones in-store and their actual behavior and to tes...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2018-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2018/1057356 |
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