TY  - GEN
AU  - KUSHWAHA, TARUN
AU  - SHANKAR, VENKATESH
TI  - Are multichannel customers really more valuable?: The moderating role of product category characteristics
PY  - 2013///
KW  - CONSUMER BEHAVIOR
N2  - How does the monetary value of customer purchases vary by customer preference for purchase channels(e.g. traditional, electronic, multichannel) and product category? The authors develop a conceptual model and hypotheses on the moderating effects of two key product category characteristics- the utilitarian versus hedonic nature of the product category and perceived risk - on the channel preference- monetory value relationship
ER  -