The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?

- We investigate online store choice decisions of multi-channel grocery shoppers.
- We take traditional store choice drivers and multi-channel factors into account.
- We allow their effect to change with growing online shopping experience.
- At start, consumers tend to select the store of the preferred offline chain.
- Online store comparison and the impact of online assortment increase over time.