The Influence of Search Channels and Variety Seeking on Channel Willingness to Pay
ISBN
978-91-7258-945-2
Type
conference paper
Date Issued
2014-05-08
Author(s)
Abstract
Previous research has not yet discovered the value that consumers associate with a particular channel choice. Moreover, the effect of personal traits on consumers' value attribution has not been examined in the multichannel literature. In our paper we address this research gap by studying the influence of a chosen search channel (online vs. offline) on a consumer's value attributed to using this channel for later purchase. We introduce the construct channel willingness to pay (CWTP) as a measurement of a consumer's valuation of a specific buying channel.This term expresses the amount a consumer is willing to pay in order to change the chosen buying channel.
Language
English
Keywords
Channel
Variety Seeking
Search Phase
Purchase Phase
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
2014 Shopper Marketing & Pricing Conference Proceedings
Publisher
Stockholm School of Economics, Babson College
Publisher place
Stockholm
Start page
54
End page
56
Pages
3
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)
Eprints ID
229241