کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1028540 | 942309 | 2007 | 6 صفحه PDF | دانلود رایگان |
The literature on catalog buying is heavily skewed to the business to consumer (B2C) area and increasingly is orientated to the multi-channel world of shopping choice, including online, catalog and store options. Previous studies have primarily been single equation explanations of catalog decisions, whereas the current study takes a hierarchical or systems approach to decision making in B2B marketing. A two-equation structural equation model (SEM) has been designed and a large sample (n = 1809) of business customers used to test the model. Price and catalog layout were seen to play a particularly important role in explaining buyer behavior. Additional multiple regression analysis was carried out to understand why purchasing agents who currently use one channel (catalog), would make use of a second, new channel (Web) in the future. The study identifies five key motivating factors for consumers in adopting a new (Web) channel for purchasing purposes. The study also identifies the switching costs that act as a barrier to adopting a Web channel.
Journal: Industrial Marketing Management - Volume 36, Issue 1, January 2007, Pages 44–49