A consumer model for channel switching behavior

Reardon, James; McCorkle, Denny E.

doi:10.1108/09590550210423654

Cited by 60 publications

(50 citation statements)

References 31 publications

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“…Risk factors, such as transaction security and lack of privacy, lead to consumers' uncertainty. Consumers' risk perceptions significantly influence decisions about whether to purchase online or in a physical store (Burke 2002;Gupta et al 2004;Reardon and McCorkle 2002;Szymanski and Hise 2000). Thus, the following hypotheses are proposed:…”

Section: Theoretical Background and Research Modelmentioning

confidence: 99%

“…Based on the literature (Hardy 1982;Jepsen 2007;Kollmann et al 2012;Moon 2004;Noble et al 2005;Park and Kim 2003;Reardon and McCorkle 2002;Verhoef et al 2007), this study identifies six main consumer-perceived channel characteristics and classifies these characteristics into four types: perceived search benefits, Understanding multi-channel research shoppers: an analysis… perceived search costs, perceived purchase benefits, and perceived purchase costs. Table 1 shows the channel characteristics and respective types.…”

Section: Theoretical Background and Research Modelmentioning

confidence: 99%

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Understanding multi-channel research shoppers: an analysis of Internet and physical channels

Wang

Lin

Tai

et al. 2015

Inf Syst E-Bus Manage

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The purpose of this study is to analyze how channel characteristics influence the channel attitudes of multi-channel research shoppers. In addition, the study also considers consumers' complex shopping behaviors that involve using one channel for search and another for purchase simultaneously. Survey data were collected from 191 consumers with recent (i.e., in the last 3 months) multi-channel experiences. Qualified respondents had either searched in physical retail stores and purchased on the Internet or searched on the Internet and subsequently purchased in physical retail stores. The research hypotheses were examined using multiple regression analysis. The results show that customer perceptions of channel characteristics drive channel choice attitudes. Importantly, we find the significance of channel characteristics varies between the Internet and the physical channel. The research findings deepen our understanding of shopping behaviors in the multichannel context. Practitioners may use the findings to manage the characteristics of the complementary channels while also designing marketing programs to create positive consumer attitudes toward search and purchase.

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Section: Theoretical Background and Research Modelmentioning

confidence: 99%

Section: Theoretical Background and Research Modelmentioning

confidence: 99%

Understanding multi-channel research shoppers: an analysis of Internet and physical channels

Wang

Lin

Tai

et al. 2015

Inf Syst E-Bus Manage

View full text Add to dashboard Cite

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“…Some researchers have approached multi-channel e-commerce research from the perspective of buyer behaviour (Balabanis et al 2001;Kaufman-Scarborough et al 2002;Reardon et al 2002), while others have focused on Internet strategy (Porter 2001;Simons et al 2002). Based on this research we identified a number of success factors that we expected to be significant in our exemplar organisation.…”

Section: Literature Reviewmentioning

confidence: 98%

“…(Kaufman-Scarborough et al 2002;Porter 2001;Reardon et al 2002;Schoenbachler et al 2002;Simons et al 2002;Steinfield et al 2002). It implies ease of movement across channels.…”

Section: Sf2: Channel Synergymentioning

confidence: 99%

The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer

Tate¹,

Hope²,

Coker³

2005

AJIS

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After the dot-com bust there is considerable evidence that multi-channel retailers are more successful than purely on-line retailers. Multi-channel retailing is becoming mainstream and considerable research exists on successful multi-channel strategies. Despite this, some organisations are having more success than others with their multi-channel approach. We talked to the management of one of Australasia's most successful multi-channel apparel and home-ware retailers about the theory and practice of multichannel retailing, with the aim of building on existing theory in multi-channel e-commerce.

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“…So that through it, timely purchase request, selective calling information, saving time and increasing comfort is possible (Reardon, 2002).…”

Section: ) Direct Marketingmentioning

confidence: 99%

Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

Aghaei¹,

Lotfi²,

Armakan³

2016

MAS

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Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings' criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers.The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.

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A consumer model for channel switching behavior

Cited by 60 publications

References 31 publications

Understanding multi-channel research shoppers: an analysis of Internet and physical channels

Understanding multi-channel research shoppers: an analysis of Internet and physical channels

The Buywell Way: seven essential practices of a highly successful multi-channel e-tailer

Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

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