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This study aims to empirically reveal the relationship between retailers’ integration of multiple channels (e.g., e-commerce and bricks and mortar) and consumers’ offline store patronage behavior. Online retailers can obtain detailed customer information such as purchase history and click-stream. Since such data enables retailers to conduct personalized communication with each customer, many traditional retailers add online channel and conduct cross-channel integration to obtain competitive advantages (Cao and Li 2015; Verhoef et al. 2015).

In traditional retail context, consumers usually use several stores for their daily consumption (Uncles et al. 1995), and purchase products, especially for convenience goods, portfolio basis, and create loyalty toward a primary store and secondary stores (Baltas et al. 2010). This type of store patronage behavior has been conceptualized as multiple store patronage (Baltas et …