Touchpoint usage in a shoppers' path-to-purchase
ISBN
978-91-7258-945-2
Type
conference paper
Date Issued
2014-05-10
Author(s)
Abstract
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.
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Book title
2014 Shopper Marketing & Pricing Conference Proceedings
Publisher
Stockholm School of Economics, Babson College
Publisher place
Stockholm
Start page
79
End page
82
Pages
4
Event Title
Shopper Marketing: In-store, On-line, Social, and Mobile Conference
Event Location
Stockholm School of Economics
Event Date
08.-10.05.2014
Subject(s)
Division(s)
Eprints ID
232346