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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/239747
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- Multichannel shopping: the relationship between search and purchase channel choice
- McIver, P.; Luxton, S.; Sands, S.
- Multichannel retailing increasingly involves consumers searching for information online and then choosing to buy products from a variety of channel options. The Internet will continue to have a major impact on consumer information search behaviour, however little is known about the relationship between online search behaviour and purchase channel choice. In this article, we consider the drivers of this relationship through an investigation of the utilitarian and hedonic shopping values of Internet users and present a conceptual model to represent these relationships. This paper contributes to our understanding of multichannel buying behaviour and provides considerations for online media suppliers and media buyers.
- Publication type
- Conference paper
- Proceedings of 'Sustainable management and marketing', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2009), Melbourne, Victoria, Australia, 30 November-02 December 2009 / Dewi Tojib (ed.)
- Publication year
- E-commerce; Online retail; Promotion; Retail channel; Search behaviour
- Australian and New Zealand Marketing Academy
- Publisher URL
- Copyright © 2009 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.
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- Peer reviewed