Multichannel Commerce

A Consumer Perspective on the Integration of Physical and Electronic Channels

Paperback Engels 2016 9783319386584
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

This book takes an in-depth look at consumer behavior in the context of multichannel commerce and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.

Specificaties

ISBN13:9783319386584
Taal:Engels
Bindwijze:paperback
Uitgever:Springer International Publishing

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Inhoudsopgave

Introduction.- Offline, online and multichannel commerce.- Perception and valuation of MC integration services.- Purchase specific and individual differences.- Reflection.

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        Multichannel Commerce