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Omega, v.103, 2021년, pp.102424 -
He, Bo (School of Economics and Business Administration, Chongqing University) , Gupta, Varun (Black School of Business, Penn State Erie, The Behrend College) , Mirchandani, Prakash (Katz Graduate School of Business, University of Pittsburgh)
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Abstract Local brick-and-mortar (B&M) retail stores have traditionally served customers only in a proximal geographic area with their existing operations from a physical store. Emerging online-to-offline (O2O) third-party platforms allow the local B&M stores to increase their consumer base by offer...
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