Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World

  title={Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World},
  author={Maria Madlberger},
  journal={J. Electron. Commer. Organ.},
  • Maria Madlberger
  • Published 1 October 2006
  • Business, Computer Science
  • J. Electron. Commer. Organ.
Multichannel retailing can offer a wide range of synergies for retailers when their distribution channels accommodate consumers’ preferences and buying behaviors. Among the large number of retail types, mail-order companies are well-suited to benefit from electronic commerce. Not only can they use their infrastructure and experience with direct selling, but they also seek to use the Internet to attract new target groups in order to increase their typically small, narrow customer bases… 
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