Close a Store to Open a Pandora’s Box? The Effects of Store Closure on Sales, Omnichannel Shopping, and Mobile App Usage

This study utilizes a difference-in-differences approach to analyze the causal effects of a store closure on a retail chain’s sales, consumer omnichannel shopping behavior, and mobile app usage.

• 저널Marketing Science · 44(4) · 820–837
• 토픽Consumer Retail Behavior Studies · Marketing
• DOI10.1287/mksc.2022.0450
• 저자T.C. Ye, Venkatesh Shankar