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Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs

Yang Li, Hefu Liu, Eric T. K. Lim, Jie-Mein Goh, Feng Yang, Matthew K. O. Lee. Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109:50-60, 2018. [doi]

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