Digital channels are becoming increasingly important in consumer purchase decisions. Yet, the availability of several different channels present consumers the opportunity to switch between one and another, such a phenomenon is called cross-channel free riding. This research aims therefore at exploring whether cognitive dissonance and opportunistic behavior are relevant antecedents of cross-channel free riding.

ABSTRACT
INTRODUCTION
CROSS-CHANNEL FREE RIDING
CONCEPTUAL FRAMEWORK AND HYPOTHESES
    Perceived Risk of Online Store
    Multichannel Self-Efficacy
    Attractiveness of Competitors’ Offline Retail Stores
    Perceived Difference in the Decision Between Online and Offline Channel
    Cognitive Effort
    Cognitive Dissonance
    Conceptual Model
RESEARCH DESIGN
    The Sample and the Measures
    Preliminary Analysis
    Measurement Model
    Hypotheses Testing
DISCUSSION, THEORETICAL AND MANAGERIAL IMPLICATIONS, AND CONCLUSIONS
REFERENCES

• Costanza Nosi(LUMSA Univerisity)
• Cristiano Ciappei(University of Florence)
• Lamberto Zollo(University of Florence)
• Riccardo Rialti(University of Florence)