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Understanding consumers' multichannel choices across the different stages of the buying process

Marketing letters, 2012-12, Vol.23 (4), p.987-1003 [Tạp chí có phản biện]

2012 Springer Science+Business Media New York ;Springer Science+Business Media, LLC 2012 ;Springer Science+Business Media New York 2012 ;ISSN: 0923-0645 ;EISSN: 1573-059X ;DOI: 10.1007/s11002-012-9199-9

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  • Nhan đề:
    Understanding consumers' multichannel choices across the different stages of the buying process
  • Tác giả: Gensler, Sonja ; Verhoef, Peter C. ; Böhm, Martin
  • Chủ đề: Bank accounts ; Brokerages ; Business and Management ; Choice of products ; Consumer advertising ; Consumer behaviour ; Consumer choice ; Consumer convenience ; Consumer research ; Consumer spending ; Consumers ; Internet ; Marketing ; Modeling ; Probability ; Retail banking ; Spillovers
  • Là 1 phần của: Marketing letters, 2012-12, Vol.23 (4), p.987-1003
  • Mô tả: This article provides a more integrative approach toward channel choice than previous research by considering all stages of the buying process (search, purchase, and after-sales), and by taking channel attributes, experience, and spillover effects into account when examining consumers' channel choice intentions. The authors show that such an integrative perspective is important as channel attributes, experience, and spillover matter for consumers' channel choices in all stages of the buying process. Notably, the study stresses the importance of channel experience and spillover effects for explaining consumers' channel choice intentions in the different stages of the buying process. Channel experience effects occur when using the channel increases the likelihood that the consumer will use the very same channel on the next occasion. Spillover effects result when the likelihood of using a channel in one stage of the buying process affects the likelihood of choosing that channel in another stage. The results show that both effects influence consumers' channel choice intentions over and above channel attributes. Importantly, the model results strongly pledge for studying attribute, experience, and spillover effects simultaneously.
  • Nơi xuất bản: Boston: Springer Science + Business Media
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 0923-0645
    EISSN: 1573-059X
    DOI: 10.1007/s11002-012-9199-9
  • Nguồn: AUTh Library subscriptions: ProQuest Central
    Alma/SFX Local Collection
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