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Consumer behaviour in multi-channel retail environments: consumer movement between online and offline channels

van Dijk, Geke; Laing, Angus and Minocha, Shailey (2005). 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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Abstract

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.

Item Type: Conference Item
Copyright Holders: 2005 The Authors
Project Funding Details:
Funded Project NameProject IDFunding Body
Not SetNot SetFaculty of Mathematics, Computing & Technology, The Open University, UK
Keywords: consumer behaviour; channel choice; multi-channel environment; e-commerce; human-computer interaction; service design
Academic Unit/Department: Mathematics, Computing and Technology > Computing & Communications
Open University Business School
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Related URLs:
Item ID: 21527
Depositing User: Shailey Minocha
Date Deposited: 09 Jun 2010 10:43
Last Modified: 04 Dec 2010 15:22
URI: http://oro.open.ac.uk/id/eprint/21527
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