van Dijk, Geke; Laing, Angus and Minocha, Shailey
Consumer behaviour in multi-channel retail environments: consumer movement between online and offline channels.
In: 5th American Marketing Association/Academy of Marketing Joint Biennial Conference 'Marketing: Building Business, Shaping Society', Dublin, Ireland, 5-7 July 2005.
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In order to understand how consumers move between online and offline channels in the context of multi-channel retail environments, an exploratory study has been conducted. To prepare for this study, the literature on consumer channel choice and contemporary consumption behaviour together with relevant HCI literature was reviewed. The initial findings from the research show that consumers move between online and offline channels in a straightforward, almost matter-of-fact way, though the factors influencing their multi-channel use are complex and dynamic. In their empowered parallel interactions with various businesses consumers are actively shaping the outcome of the service encounter.
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