Mobile App Introduction and Online and Offline Purchases and Product Returns

This paper models the relationship between a retailer’s mobile app launch and product purchases and returns in its online and offline channels.

• 저널Marketing Science · 38(5) · 756–772
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2019.1169
• 저자Unnati Narang, Venkatesh Shankar