Information Search and Purchase Patterns in a Multichannel Service Industry
Autor: | Frank Q. Fu, Paul Surgi Speck, Michael T. Elliott |
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Rok vydání: | 2012 |
Předmět: |
business.industry
media_common.quotation_subject Automotive industry Context (language use) Advertising Market segmentation Perception Key (cryptography) Business Management and Accounting (miscellaneous) Marketing business Tertiary sector of the economy Psychographic media_common Communication channel |
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 |
Externí odkaz: | |
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