Abstract
ABSTRACT This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products. The authors studied more than 1,000 consumers and their use of 17 channels during a recent purchase. Results showed that consumers used more online channels when making an online purchase than when making an offline purchase, but that they used offline channels to the same extent when buying a product online as when buying a product offline.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
