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.



In response to the rapidly growing phenomenon of omni-channel retailing, numerous fashion brands have attempted to innovate their retail spaces by utilizing individual shopper data to customize their mobile and online shopping experience, providing f

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