Paper Info
Title
Understanding shoppers' channel perception and attitude: an analysis of online and retail channels
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.
Year
DOI
Venue
2012
10.1145/2346536.2346579
ICEC
Keywords
Field
DocType
multi-channel customer,competitive success,marketing channel,major channel,channel management,popular channel,effective multi-channel business model,retail channel,channel characteristic,channel perception,marketing strategy design,channel attitude,business model,marketing strategy
Marketing strategy,Advertising,Computer science,Communication channel,Business model,Channel management,Perception,Marketing,The Internet
Conference
Citations 
PageRank 
References 
0
0.34
2
Authors
4
Name
Order
Citations
PageRank
Hsin-Hui Lin176730.86
Yu-Min Wang200.34
Wei-Chun Tai3162.09
Yi-Ling Fan400.34