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Channels, consumers and communication: online and offline communication in service consumption

van Dijk, G.; Minocha, S. and Laing, A. (2006). Channels, consumers and communication: online and offline communication in service consumption. In: Academy of Marketing Conference, 3-6 July 2006, Middlesex University Business School, UK.

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Abstract

This paper reports on a study that investigated consumer use of e-services in a multichannel context. To develop a deeper understanding of what makes consumers decide to use the online channel, and contrary to most HCI studies on the use of e-services that focus on the use of the online channel in relative isolation, this study examined consumer channel-choice beyond the instances of internet use. The consumption behaviour of its participants was investigated across channels in an in-depth qualitative study. The analysis of the elicited rich data focused specifically on the investigation of voluntary consumer movements between online and offline channels during the course of a consumption process. The results indicate that participants often use multiple channels in parallel and frequently switch between channels. Literature from marketing and consumer research was used as the perspective to explore the rationale for the complex and dynamic reported consumer behaviour.

Item Type: Conference Item
Copyright Holders: 2006 The Authors
Keywords: e-commerce; human-computer interaction; consumer research; self-service; technology; consumer channel choice
Academic Unit/Department: Mathematics, Computing and Technology > Computing & Communications
Open University Business School
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Item ID: 16215
Depositing User: Shailey Minocha
Date Deposited: 26 May 2009 15:25
Last Modified: 06 Dec 2010 17:21
URI: http://oro.open.ac.uk/id/eprint/16215
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