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Challenge of Understanding Multichannel Customer Behavior in 21st Century: A Meta-analysis

안인숙|김수현
한국패션비즈니스학회|2014.07|패션 비즈니스 (Journal of Fashion Business)|제18권 제3호|pp. 14-28|DOI http://dx.doi.org/10.12940/jfb.2014.18.3.14

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키워드

meta-analysismultichannelsearch and purchase behavior
주제분류생활과학

초록

The purposes of this study are to provide comprehensive reviews on multichannelconsumer behaviors published in peer-reviewed academic journals from 2005 to 2014, todevelop a conceptual framework that demonstrates multichannel determinants such aspsychographics, demographics, social influences, and situational factors on consumers’search and purchase behavior based on customers’ profits or costs judgment, and toprovide possible direction for future research in multichannel consumer behavior. Threesteps were taken in the process of analyzing consumers’ channel determinants presentedin the 37 studies, and 12 most frequently used factors that appear in the studies wereextracted. These factors include convenience, service, trust/risk, saving money, productknowledge, experience, efficacy/usefulness, involvement, shopping environment/situationfactors, demographics, product types, and social influence. With 12 determinants ofmultichannel consumers’ search and purchase behavior, a conceptual framework wasproposed based on expectancy theory. The directions for future research were alsodiscussed.

Abstract

The purposes of this study are to provide comprehensive reviews on multichannelconsumer behaviors published in peer-reviewed academic journals from 2005 to 2014, todevelop a conceptual framework that demonstrates multichannel determinants such aspsychographics, demographics, social influences, and situational factors on consumers’search and purchase behavior based on customers’ profits or costs judgment, and toprovide possible direction for future research in multichannel consumer behavior. Threesteps were taken in the process of analyzing consumers’ channel determinants presented in the 37 studies, and 12 most frequently used factors that appear in the studies wereextracted. These factors include convenience, service, trust/risk, saving money, product knowledge, experience, efficacy/usefulness, involvement, shopping environment/situation factors, demographics, product types, and social influence. With 12 determinants ofmultichannel consumers’ search and purchase behavior, a conceptual framework was proposed based on expectancy theory. The directions for future research were alsodiscussed.

참고문헌 (52)

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