Consumers in a multichannel environment: Product utility, process utility, and channel choice
نویسندگان
چکیده
منابع مشابه
W Consumers in a Multichannel Environment : Product Utility , Process Utility , and Channel Choice
[email protected] e present a conceptual framework that clarifies the utilities that consumers using a channel derive from both the purchase process and the purchased products, and the mutual influences between these process and product utilities. Drawing on interviews with customers, we examine how the following factors influence product and process utilities, and hence consumers’ c...
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ژورنال
عنوان ژورنال: Journal of Interactive Marketing
سال: 2005
ISSN: 1094-9968
DOI: 10.1002/dir.20032