Understanding Channel Purchase Intentions

Name: Understanding Channel Purchase Intentions
Brand: VDM Verlag Dr. Mueller E.K.
SKU: 9783639097924
Price: 1874 CZK
Availability: InStock

Measuring Online and Offline Shopping Value Perceptions

Autor: Thijs Broekhuizen

Jazyk:

Vazba: Brožovaná

Vydavatel: VDM Verlag Dr. Mueller E.K.

Dostupnost: U nakladatele na objednávku

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The purpose of this study is to develop and test a §model that enhances our understanding of how §co...

Informace o knize

Autor

Thijs Broekhuizen

Jazyk

Angličtina

Vazba

Kniha - Brožovaná

Vydáno

2008

Stránek

260

EAN

9783639097924

ISBN

3639097920

Enbook ID

06818818

Vydavatel

VDM Verlag Dr. Mueller E.K.

Hmotnost

386

Rozměry

152 x 229 x 14

Kompletní popis

The purpose of this study is to develop and test a §model that enhances our understanding of how §consumers evaluate online and offline channels for §their purchasing. This study studies the motivations §to use specific online and offline retail outlets in §a side-by-side evaluation. The concept of perceived §value is chosen, as it represents a tradeoff between §all perceived costs and benefits, and therefore §enables comparisons between the two seemingly §different shopping experiences. Moreover, it has §been shown that perceived value is capable of §predicting purchase intentions for offline and §online stores (e.g. Baker et al. 2002; Chen and §Dubinsky 2003). The relative importance of the §predictors of online and offline perceived value and §purchase intentions are used to infer the main §motivations to shop online or offline. Differences §in the strength of relationships indicate whether §certain factors play a more dominant role in either §context. In addition to this, it is also §investigated whether there are differences in the §strength of online shopping motivations between §experienced and less experienced online shoppers.

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Understanding Channel Purchase Intentions

Measuring Online and Offline Shopping Value Perceptions

Informace o knize

Kompletní popis

Mohlo by vás zajímat

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