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Measuring Consumer Engagement in Omnichannel Retailing: The Mobile In-Store Experience (MIX) Index
We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stor...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8076571/ https://www.ncbi.nlm.nih.gov/pubmed/33927671 http://dx.doi.org/10.3389/fpsyg.2021.661503 |