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Thomas Josef Metzler
Former Member
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Item type:Publication, Touchpoint usage in a shoppers' path-to-purchase(Stockholm School of Economics, Babson College, 2014-05-10); ; As preferences for touchpoints have changed since the advent of the Internet (Burke 2002) knowledge about shoppers' path-to-purchase is increasingly important (MSI 2012) and challenges retail managers to reallocate their marketing budgets. In order to gain a deeper insight into the shoppers' path-to-purchase, we analyze how touchpoint usage is influenced by utilitarian (task oriented) or hedonic (recreational) product category characteristics and purchase risk (high/low uncertainty) - a framework recently used by Kushwawa and Shankar (2013). Unlike past research (see Neslin and Shankar 2009) we also consider channels which are not owned by the retailer.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Konsumententrends im Schweizer Bekleidungsdetailhandel : Das Branchenprofil 2015/16(Forschungszentrum für Handelsmanagement, 2015); ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Cross-Channel Management 2014 : in Deutschland, Österreich und der Schweiz(Universität St. Gallen - Forschungszentrum für Handelsmanagement, 2014); ; ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Der Schweizer Online-Handel : Internetnutzung Schweiz 2013(Forschungszentrum für Handelsmanagement, 2013); ; ; ; Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Wie Kunden einkaufen(Manager-Magazin-Verlagsgesellschaft, 2014-09-22); ; Type:newspaper articleJournal:Harvard Business Manager onlineIssue:September