| 000 | 00934npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.8342 | ||
| 100 | _aKUSHWAHA, TARUN | ||
| 245 |
_aAre multichannel customers really more valuable? _bThe moderating role of product category characteristics |
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| 260 | _c2013 | ||
| 300 | _a67-85 | ||
| 520 | _aHow 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. | ||
| 653 | _aCONSUMER BEHAVIOR | ||
| 700 | _aSHANKAR, VENKATESH | ||
| 773 |
_oP15033 _nM _927733 _011181 _tJOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c12117 _d12117 |
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