Multichannel Commerce: A Consumer Perspective On The Integration Of Physical And Electronic Channels (progress In Is)
by Manuel Trenz /
2015 / English / PDF
2.3 MB Download
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.
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.