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...