Consumer Behavior in a Multichannel,Multimedia Retailing Environment |
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| Authors: | Utpal M Dholakia Barbara E Kahn Randy Reeves Aric Rindfleisch David Stewart Earl Taylor |
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| Institution: | 1. Jesse H. Jones, Graduate School of Management, Rice University, Houston, TX 77005, USA;2. School of Business Administration, University of Miami, Coral Gables, FL 33156, USA;3. Macy''s Department Stores, Atlanta, GA 30346, USA;4. School of Business, University of Wisconsin-Madison, Madison, WI 53706, USA;5. Korea University Business School, Seoul, Korea, 136-701, Republic of Korea;6. A. Gary Anderson Graduate School of Management, University of California, Riverside, Riverside, CA 92521, USA;7. Marketing Science Institute, Cambridge, MA 02138, USA |
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| Abstract: | Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach. |
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