Abstract:
Consumers currently live in a multi-channel shopping &,ri.oo*.nt. To make the most
of their ongoing multi-channel businesses and provide customers a sustainable
experience while shopping, retailers have expanded their business channels. Only a
small amount of the literature that is currently accessible evaluates the impacts of
adding new online channels to retailers' current business channels and the perceived
benefits they provide for consumers, despite the fact that the literature on the impact of
new online channels on retailers is fairly wide-ranging. In an effort to establish a
sustainable business environment for retailers and consumers, this study compares
online channel additions and their impact on customer benefits. With a focus on the
issue of multi-channel shopping, this area of study"is actually new. The results indicate
that consumers can become more aware of the perceived variety, increase perceived
convenience, and decrease perceived risk when compared to recently added online
channels. The newly introduced online channel does not, however, significantly impact
how customers perceive the overall variety of the retail stores that specialize in selling
consumer goods
