van Dijk, Geke; Minocha, Shailey and Laing, Angus
Multi-channel consumer behavior: Online and offline travel preparations.
In: Conference on Human Factors in Computing Systems (CHI'06), April 22-27 2006, Montreal, Quebec, Canada, p. 1457.
Elaborating on the first stage in the User-Centered Design (UCD) process, understanding the user, this study questions whether it is sufficient to look at the use of interactive systems in isolation. Starting from the assumption that consumers often use the Internet in combination with other channels (telephone, high street, mail order), this paper discusses a study on how consumers move between online and offline channels during the preparations for leisure travel. The theoretical framework was informed by literature from the fields of HCI, marketing and social sciences. The results of the first stage of this work-in-progress indicate that multi-channel use is a day-to-day reality for many consumers.
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