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| Author: | Nicholson, M. Clarke, I. Blakemore, M. |
| Title: | "One brand, three ways to shop": situational variables and multichannel consumer behaviour |
| Journal: | International Review of Retail, Distribution and Consumer Research
2002 : APR, VOL. 12:2, p. 131-148 |
| Index terms: | BRANDS CONSUMER BEHAVIOUR ENVIRONMENT PSYCHOLOGY |
| Language: | eng |
| Abstract: | To counter the growth in online retailing, high street retailers are increasingly adopting multichannel distribution strategies, seeking to target individual consumers via both physical and electronic channels as multiple routes to purchase. This paper explores the issue of shopping mode selection from an environmental psychology perspective, applying a traditional Belkian analysis of situational variables in a longitudinal study of consumer channel selection decisions. |
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