Consumers’ Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products

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.

Consumers' Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products

Hilde A. M. Voorveld, Edith G. Smit, Peter C. Neijens and A. E. (Fred) Bronner

Amsterdam School of Communication Research

MANAGEMENT SLANT

  • Different media and channels are used for online and offline purchases.
  • Consumers use more online channels when making an online purchase than when making an offline purchase.
  • Consumers use offline channels to the same extent when buying a product online or offline.
  • Consumers more often rely on offline channels when buying a product for the...

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