Understanding Omni-Channel Shopping Value: A mixed-method study

In the afternoon of 9th December, 2019, a journal club of Faculty of Business Administration was held with the participation of lecturers from all departments and led by Ms. Trinh Thi Ha Huyen on the topic of omni-channel shopping. 

Ms. Huyen introduced a journal article entitled " Understanding Omni-Channel Shopping Value: A mixed-method study" to further explore the similarities and differences between 3 shopping channels: multi-channel, cross-channel and omni-channel in relation to shopping experience. 

A highlighting point of this paper comes from its research method: a combined of qualitative and quantitative approach. It grabbed everyone's attention and other lecturers discussed about the research method as well as the research's findings implication and future research directions.

Photos from the session:



Faculty of Business Administration, Ton Duc Thang University
19 Nguyen Huu Tho, Tan Phong Ward, District 7, Ho Chi Minh City
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