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| Tekijä: | Verhoef, P.C. Neslin, S.A. Vroomen, B. |
| Otsikko: | Multichannel customer management: understanding the research-shopper phenomenon |
| Lehti: | International Journal of Research in Marketing
2007 : JUN, VOL. 24:2, p.129-148 |
| Asiasana: | consumer behaviour internet retailing |
| Vapaa asiasana: | research shopping |
| Kieli: | eng |
| Tiivistelmä: | This paper develops a model for understanding research shopping. This phenomenon is the tendency of customers to use one channel for research and another for purchase. Three fundamental reasons for research shopping are: (1) attribute-based decision-making, (2) lack of channel lock-in, and (3) cross-channel synergy. The findings suggest that the form of shopping that is internet research and store purchase is the most popular for of research shopping, because all three mechanisms are at work. |
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