Multi‐channel shopping: understanding what drives channel choice

摘要: Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept new, yet unrefined business model includes multiple channels or retain their single channel risk becoming obsolete left behind by multi‐channel competitors. The process implementation of strategy could be simplified if understood what drives consumers channel, channels, which are preferred. Outlines the key issues facing marketers, encourages take customer‐centric view rather than focused work through challenges unique marketer. A buyer behavior is proposed help marketer develop view. Presents series propositions serve encourage direct future research in this area.