How consumer's cognitive maps influence their online-shopping behavior : Store- versus web-based orientation styles
Type
conference paper
Date Issued
2010-10-09
Author(s)
Abstract
With cross-channel management retailers try to create a competitive advantage against pure online-players by coordinating their online-shop in alignment with their stores. Resources to build on can be classified according to retail mix instruments (Zhang et al. 2010). Known synergy potentials arise from the assortment which can be experienced on- and offline, or seamless service experiences on both channels involving options to reserve, pick-up and return merchandise in stationary branches (Verhoef et al. 2007). Another instrument in the retail mix, to be investigated in this paper, concerns the layout/presentation/atmosphere associated with the stationary channel: Is it transferable to the online-surroundings so that retailers gain advantages because customers value a corresponding and known online environment?
Language
English
Keywords
online-shopping behavior
store- versus web-based orientation styles
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the 2010 Direct/Interactive Marketing Research Summit, San Francisco: Direct Marketing Education Foundation
Publisher
Direct Marketing Educational Foundation
Publisher place
New York
Start page
4
Event Title
2010 Direct/Interactive Marketing Research Summit
Event Location
San Francisco, USA
Event Date
09.-10.10.2010
Subject(s)
Division(s)
Eprints ID
68110