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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

dc.contributor.author	Frasquet Deltoro, 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.citation	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.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.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	journal article	es_ES
dc.date.updated	2018-12-03T09:42:37Z
dc.identifier.doi	10.1016/j.elerap.2015.10.002
dc.identifier.idgrec	109114
dc.rights.accessRights	open access	es_ES