کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
880514 | 1471461 | 2007 | 20 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Multichannel customer management: Understanding the research-shopper phenomenon
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
This paper develops and estimates a model for understanding the causes of research shopping, and investigates potential strategies for managing it. The research-shopper phenomenon is the tendency of customers to use one channel for search and another for purchase. We hypothesize three fundamental reasons for research shopping: (1) Attribute-based decision-making, (2) Lack of channel lock-in and (3) Cross-channel synergy. Our findings suggest all three mechanisms are at work in making Internet Search⇒Store Purchase the most popular form of research shopping. We illustrate how our methods could be used to simulate and evaluate various strategies for managing research shopping.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 24, Issue 2, June 2007, Pages 129–148
Journal: International Journal of Research in Marketing - Volume 24, Issue 2, June 2007, Pages 129–148
نویسندگان
Peter C. Verhoef, Scott A. Neslin, Björn Vroomen,