Understanding shoppers' channel perception and attitude: an analysis of online and retail channels
Pages 219 - 226
Abstract
Marketing channels have become a key factor in competitive success. Businesses should know the potential strengths of major channels and integrate them to develop effective multi-channel business models. Internet and physical stores are the most popular channels. Therefore, this study explores the effects of channel characteristics on channel attitudes of multi-channel customers who have experiences with the two channels to find and purchase products and services. We used survey to collect data from a sample of 191 multi-channel customers. The findings suggest that businesses should concentrate their efforts on channel characteristics that influence customers' channel attitudes in order to increase cross-channel synergy. The results have implications for channel management and marketing strategy design.
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- Understanding shoppers' channel perception and attitude: an analysis of online and retail channels
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Information & Contributors
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Published In
August 2012
357 pages
ISBN:9781450311977
DOI:10.1145/2346536
- General Chair:
- Robert J. Kauffman,
- Program Chairs:
- Martin Bichler,
- Hoong Chuin Lau,
- Yinping Yang,
- Christopher Yang
Copyright © 2012 ACM.
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- Singapore Management University: Singapore Management University
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Association for Computing Machinery
New York, NY, United States
Publication History
Published: 07 August 2012
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- Research-article
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ICEC '12
Sponsor:
- Singapore Management University
ICEC '12: Fourteenth International Conference on Electronic Commerce
August 7 - 8, 2012
Singapore, Singapore
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Overall Acceptance Rate 150 of 244 submissions, 61%
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