Are multichannel customers really more valuable? The moderating role of product category characteristics

By:

KUSHWAHA, TARUN

Contributor(s):

SHANKAR, VENKATESH

Material type:

Mixed materialsPublication details: 2013Description: 67-85Subject(s):

CONSUMER BEHAVIOR

NLM classification:

658.8342

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/4	Available		P15033

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.

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