Purpose The objective of this paper is to study how specific online shopping variables (online customer experience, e-satisfaction and e-trust) influence customer privacy concerns on the omnichannel consumer journey through privacy and risk calculus mechanisms.
The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers’ multirooming behavior (searching for information in online and offline channels and purchasing the product online).
The article was written by the following Associate Professors at Jaume I University: Miguel Angel Moliner Tena and Vicent Tortosa-Edo.
