Fashion consumers’ channel-hopping profiles by psychographics and demographics

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.

Corresponding author:

Sojin Jung, Department of Clothing and Textiles, College of Human Ecology, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea.

Email: sjjung@khu.ac.kr

Introduction

In response to the rapidly growing phenomenon...