Information Search and Purchase Patterns in a Multichannel Service Industry

Autor: Frank Q. Fu, Paul Surgi Speck, Michael T. Elliott
Rok vydání: 2012
Předmět:
Zdroj: Services Marketing Quarterly. 33:292-310
ISSN: 1533-2977
1533-2969
DOI: 10.1080/15332969.2012.714703
Popis: For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might affect the search and purchase phases. In the context of the automotive insurance market, this research found significant differences in search preferences, benefit/cost perceptions, demographic characteristics, and psychographic characteristics among four information search segments. Key distinctions were identified between single channel and multichannel auto insurance consumers.
Databáze: OpenAIRE
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