Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping
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Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping

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Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping

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dc.contributor.author Frasquet del Toro, Marta
dc.contributor.author Mollà Descals, Alejandro
dc.contributor.author Ruiz Molina, María Eugenia
dc.date.accessioned 2018-12-03T09:42:37Z
dc.date.available 2018-12-03T09:42:37Z
dc.date.issued 2015
dc.identifier.uri http://hdl.handle.net/10550/68169
dc.description.abstract Consumers today are using various channels to complete their purchase process. As shoppers pursue different goals at each stage of the process, channel choice may be explained by different drivers for search, purchase and post-sales activities. Our research framework is based on an extension of the TAM Model with the support of the Motivational Model, differentiating two types of motivations for channel usage: intrinsic and extrinsic. Moreover, we rely on transaction costs economics to explain different channel usage at each shopping stages and for different product categories. Lineal regression and cluster analysis are applied to data collected through a survey answered by 1,533 multichannel retail shoppers within two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that segments with different usage patterns and motivations can be identified across the shopping process and that the drivers of channel usage are different depending on the stage of the buying process and the product category considered.
dc.language.iso eng
dc.relation.ispartof Electronic Commerce Research And Applications, 2015, vol. 14, num. 6, p. 654-665
dc.rights.uri info:eu-repo/semantics/openAccess
dc.source Frasquet del Toro, Marta Mollà Descals, Alejandro Ruiz Molina, María Eugenia 2015 Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping Electronic Commerce Research And Applications 14 6 654 665
dc.subject Compres
dc.subject Vendes Promoció
dc.subject Economia
dc.title Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping
dc.type info:eu-repo/semantics/article
dc.date.updated 2018-12-03T09:42:37Z
dc.identifier.doi https://doi.org/10.1016/j.elerap.2015.10.002
dc.identifier.idgrec 109114

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