Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping
作者：
Highlights：
• Different motivations explain channel choice for search, purchase and post-sales.
• Channel choice is affected by the product category: search/purchase goods.
• Product involvement is the most relevant variable explaining multichannel behavior.
• Cross-channel synergies as consumers use both channels at each shopping stage.
• Meaningful segments based on the choice of channel are identified and characterized.
摘要
•Different motivations explain channel choice for search, purchase and post-sales.•Channel choice is affected by the product category: search/purchase goods.•Product involvement is the most relevant variable explaining multichannel behavior.•Cross-channel synergies as consumers use both channels at each shopping stage.•Meaningful segments based on the choice of channel are identified and characterized.
论文关键词：Purchase process,Channel choice,Retail,Multichannel shoppers,Segmentation,Online shopping
论文评审过程：Received 14 November 2014, Revised 16 October 2015, Accepted 17 October 2015, Available online 24 October 2015, Version of Record 7 December 2015.
论文官网地址：https://doi.org/10.1016/j.elerap.2015.10.002
