Multichannel commerce : a consumer perspective on the integration of physical and electronic channels

Trenz, Manuel

Document Type: Doctoral dissertation
Year of publication: 2015
Place of publication: Cham [u.a.]
Publishing house: Springer International Publishing
ISBN: 978-331-91611-4-3 , 978-3-319-16115-0
University: Universität Mannheim
Evaluator: Veit, Daniel
Date of oral examination: 27 October 2014
Publication language: English
Institution: Business School > Dieter-Schwarz-Stiftungslehrstuhl für ABWL, E-Business u. E-Government (Veit 2006-2013)
Außerfakultäre Einrichtungen > Graduate School of Economic and Social Sciences - CDSB (Business Studies)
Subject: 330 Economics
Abstract: This book takes an in-depth look at consumer behavior in the context of multichannel commerce, and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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